Competition and its influence on consumer decision making in social marketing

Schuster, Lisa (2015) Competition and its influence on consumer decision making in social marketing. Journal of Marketing Management, 31(11-12), pp. 1333-1352.

View at publisher


This paper extends the largely conceptual understanding of competition in social marketing by empirically investigating, from a consumer perspective, the nature of competition and its influence on decision making at the individual level. Two phases of qualitative inquiry in Australia, comprising 30 and 20 semi-structured interviews respectively, examined the role of competition in young adults’ decision to adopt and maintain help-seeking for mental ill-health. The findings from thematic analysis suggest that competition operates at both the behavioural and goal level to influence consumers’ decision to perform behaviour and that the types of competition in operation may vary from the adoption to the maintenance of behaviour. The findings are integrated into a framework that social marketers could employ to identify, analyse and address competition.

Impact and interest:

1 citations in Scopus
Search Google Scholar™
1 citations in Web of Science®

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

5 since deposited on 02 Mar 2015
3 in the past twelve months

Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

ID Code: 82102
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Competition, Social Marketing, Help-seeking, Mental Health, Goal Systems Theory
DOI: 10.1080/0267257X.2015.1015598
ISSN: 1472-1376
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2015 Westburn Publishers Ltd
Copyright Statement: This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Journal of Marketing Management, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in [Journal, Vol. 31, 03 Mar 2015, No. 11/12, pp.1333-1352, doi:10.1080/0267257X.2015.1015598
Deposited On: 02 Mar 2015 00:20
Last Modified: 01 Oct 2016 15:41

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page