Page 343 - The Handbook of Persuasion and Social Marketing

Contents

VOLUME 2: CONCEPTUAL, THEORETICAL, AND STRATEGIC DIMENSIONS
Chapter One: Introduction 1
David W. Stewart
Chapter Two: The Unfolding History of the Social
Marketing Concept 11
Jeff French

Chapter Three: Social Marketing and the Diffusion of
Innovations 35
James W. Dearing
Chapter Four: Social Marketing and Behavioral Economics:
Points of Contact? 67
Stephen Young and Vivienne Caisey
Chapter Five: Driving Change: The Role of Theory in Social
Marketing 119
Jennifer J. Tabanico, Joseph Schmitt, and
P. Wesley Schultz
Chapter Six: Risk Perception and Risk Communication 155
Anthony D. Cox and Dena Cox
Chapter Seven: Planning the Social Marketing Campaign 191
Patricia A. Norberg and Ereni Markos
Chapter Eight: Measuring the Impact of Social Marketing
Programs Using Personal Well-Being
Constructs 217
M. Joseph Sirgy