Value in Social Marketing : A Qualitative exploration within government health services
Zainuddin, Nadia, Russell-Bennett, Rebekah, & Previte, Josephine (2009) Value in Social Marketing : A Qualitative exploration within government health services. In Proceedings of the 2009 International Nonprofit and Social Marketing Conference (INSM), Victoria Law School, Melbourne, Victoria.
Value creation is an area with long-standing importance in the marketing field, yet little is known about the value construct itself. In social marketing, value can be regarded as an incentive for consumers to perform desirable behaviours that lead to bother greater social good and individual benefit. An understanding of customer value in the consumption of social products is an important aspect of designing social marketing interventions that can effectively change social behaviours. This paper uses qualitative data, gathered during depth interviews, to explore the value dimensions women experience from using government-provided breast screening services every two years. Thematic analysis was used in discovering that emotional functional, social and altruistic dimensions of value were present in womens’ experiences with these services as well as in the outcomes from using them.
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|Item Type:||Conference Paper|
|Additional Information:||This item is freely available online via the Official URL.|
|Keywords:||Value, Health, Social Marketing|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Theory (150506)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2009 Please consult the authors.|
|Deposited On:||02 Dec 2009 09:11|
|Last Modified:||29 Feb 2012 23:58|
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