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.
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.
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|Item Type:||Journal Article|
|Keywords:||Competition, Social Marketing, Help-seeking, Mental Health, Goal Systems Theory|
|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|
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