Delving deeper into maintenance behaviour

Schuster, Lisa & Drennan, Judy (2012) Delving deeper into maintenance behaviour. In 2012 International Social Marketing Conference, 27-29 June 2012, Brisbane, QLD.

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Andreasen (2003) argues that there is a ‘starting change’ bias in the social marketing field as much research is centred on inducing initial behavioural change. However, repeat or maintenance behaviour is often critical to achieving social goals across many domains. For instance, the repeat use of professional therapeutic services is vital for improved mental health, although premature discontinuance of service use is common (Wang, 2007). This study contributes to addressing this gap in the social marketing literature by exploring key drivers of maintenance behaviour, in the form of repeat service use, in mental health. This is in line with Andreasen’s (1994) argument that social marketing is an appropriate approach to addressing mental health challenges.

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31 since deposited on 02 Mar 2015
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ID Code: 82084
Item Type: Conference Paper
Refereed: Yes
Keywords: Behavioural Maintenance, Social Marketing, Mental Health, Help-Seeking, Young People
ISBN: 9781921760686
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2012 [please consult the author]
Deposited On: 02 Mar 2015 00:46
Last Modified: 07 Mar 2015 11:32

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