ABSTRACT
This chapter introduces some of the key theories and looks at how they might help solve social marketing problems. The stages of change theory are more formally known as the transtheoretical model of behaviour change. Social cognitive theory postulates that human behaviour is reciprocally determined by internal personal factors and environmental factors. Social norms theory is the herd instinct at work – conforming to and wanting to be accepted by others in one's group, such as family members, friends, work and society. Social epistemology focuses on the social aspects of knowledge – how groups acquire and justify knowledge and not just knowledge as a personal, individual concern. Social ecological theory adopts an even wider perspective on change, looking at whole social systems. Social capital theory addresses the patterns and configurations of connections between people. Some criticisms have been directed at exchange theory and its applicability to social marketing.
