Delving deeper into maintenance behaviour
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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|Item Type:||Conference Paper|
|Keywords:||Behavioural Maintenance, Social Marketing, Mental Health, Help-Seeking, Young People|
|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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