Doug McKenzie-Mohr
Showing all 16 results
| Title & Subtitle | Abstract | Contributors | Pages | Year | Purchase |
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 Fostering Sustainable BehaviorAn Introduction to Community-Based Social Marketing (Third Edition) |
We are consuming resources and polluting our environment at a rate that is outstripping our planet’s ability to support us. To create a sustainable future, we must not only change our own … | Doug McKenzie-Mohr | 184 | 2011 | View |
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From Fostering Sustainable Behavior |
Behavior change is the cornerstone of sustainability. Whether you are working on protecting wetlands, enhancing water or energy efficiency, altering modal transportation choices, or any of the … | Doug McKenzie-Mohr | 13 | 2011 | $0.13 Add |
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From Step 1: Selecting Behaviors |
Whether you are developing a program to promote water efficiency, waste reduction, watershed protection, energy efficiency, modal transportation shifts, or virtually any other area related to … | Doug McKenzie-Mohr | 11 | 2011 | $0.11 Add |
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From Step 2: Identifying Barriers and Benefits |
Uncovering barriers and benefits involves four steps. 1) Begin by reviewing relevant articles and reports. 2) Following this review, carry out observations of people engaging in the behavior you … | Doug McKenzie-Mohr | 20 | 2011 | $0.40 Add |
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From Step 3: Developing Strategies |
This chapter will provide an overview of how to design effective strategies. Developing a community-based social marketing strategy involves addressing two behaviors simultaneously: 1) the … | Doug McKenzie-Mohr | 4 | 2011 | $0.40 Add |
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From Step 3: Developing Strategies – Self-Perception TheoryCommitment: From Good Intentions to Action |
Self-Perception Theory intriguingly suggests that if we can provide opportunities for people to engage in sustainable behaviors conveniently, the very act of engaging in those behaviors will … | Doug McKenzie-Mohr | 18 | 2011 | $0.18 Add |
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From Step 3: Developing Strategies – Norms & Sustainable BehaviourSocial Norms: Building Community Support |
To date too little attention has been given to the significant impact that norms can have upon the adoption of sustainable behavior. If we are to make the transition to a sustainable future, it … | Doug McKenzie-Mohr | 13 | 2011 | $0.13 Add |
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From Step 3: Developing Strategies – Social DiffusionSocial Diffusion: Speeding the Adoption of New Behaviors |
Both the mundane and important decisions of our lives are strongly affected by a process known as social diffusion or diffusion of innovations. In contrast with what nonpersonal sources of … | Doug McKenzie-Mohr | 11 | 2011 | $0.11 Add |
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From Step 3: Developing Strategies – ForgettingPrompts: Rembering to Act |
Numerous actions that promote sustainability are susceptible to the most human of traits: forgetting. Fortunately, “prompts” are effective in reminding people to engage in sustainable … | Doug McKenzie-Mohr | 12 | 2011 | $0.12 Add |
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From Step 3: Developing Strategies – CommunicationCommunication: Creating Effective Messages |
Much of human communication involves persuasion. Whether done by a four-year-old or a marketing firm, the aims are the same: to influence our attitudes and/or our behavior. The transition to a … | Doug McKenzie-Mohr | 21 | 2011 | $0.42 Add |
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From Step 3: Developing Strategies – IncentivesIncentives: Enhancing Motivation to Act |
Financial incentives can provide the motivation for individuals to perform an activity that they already engage in more effectively, such as recycling, or to begin an activity that they otherwise … | Doug McKenzie-Mohr | 12 | 2011 | $0.12 Add |
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From Step 3: Developing Strategies – BarriersConvenience: Making it Easy to Act |
If the behavior is unpleasant or time-consuming, for example, no matter how well you address internal barriers your community-based social marketing strategy will be unsuccessful. The first step … | Doug McKenzie-Mohr | 9 | 2011 | $0.90 Add |
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From Developing Strategies – Revisited |
The preceding seven chapters introduced a series of behavior change tools that can be incorporated into a communitybased social marketing strategy. To showcase how to utilize these tools, a … | Doug McKenzie-Mohr | 7 | 2011 | $0.70 Add |
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From Step 4: Piloting |
Think of a pilot as a “test run,” an opportunity to work out the bugs before committing to carrying out a strategy broadly. As noted in the chapters on developing strategies, the … | Doug McKenzie-Mohr | 7 | 2011 | $0.70 Add |
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From Step 5: Broad-scale Implementation and Evaluation |
When a pilot project has demonstrated that a behavioral change can be brought about cost-effectively, it is time to broadly implement the strategy. Prior to broad-scale implementation, collect … | Doug McKenzie-Mohr | 3 | 2011 | $0.30 Add |
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From Concluding thoughts |
Implementing a community-based social marketing strategy requires careful preliminary research, strategy development, piloting, implementation and evaluation. However, this attention to detail is … | Doug McKenzie-Mohr | 7 | 2011 | $0.70 Add |
