ABSTRACT
The question this chapter answers is “When is the social marketing approach to behavior change the best option versus education or a law?” Five criteria are identified and described which can be used to assist in confirming whether or not a social marketing approach would be the most efficient and effective option. Potential assessment tools are also identified for each criterion, typically falling into one or more of five categories: existing data, prior similar studies, systematic observation research, shared cost studies, and custom surveys.
