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Voluntas (2013) 24:10061036 DOI 10.1007/s11266-012-9293-x
ORIGINAL PAPER
Promoting Good Behavior: Does Social and Temporal Framing Make a Difference?
Julia Thaler Bernd Helmig
Published online: 30 May 2012 International Society for Third-Sector Research and The Johns Hopkins University 2012
Abstract Social marketing research grows increasingly relevant in the face of persistent modern problems; this study examines how social and temporal framing might inuence the effectiveness of social marketing campaigns. By featuring diverse contexts, this study addresses both individual and prosocial behaviors. With a basis in self-referencing and psychological distance research, as well as social dilemma theory, the authors derive hypotheses about social and temporal framing effects. A between-subjects experiment, incorporated into an online survey among a large student sample, reveals the relevance of temporal framing for enhancing intentions to change both individual and prosocial behaviors. Social framing inuences behavioral intentions especially in the prosocial condition. The category of behavior determines the effectiveness of social marketing related to that behavior. However, the small effect sizes and lack of globally interpretable effects indicate that social and temporal framing do not make relevant differences in social marketing effectiveness.
Rsum Le marketing social gagne de limportance face aux problmes sociaux persistants. Cet article examine dans quelle mesure le framing social et le framing temporel ont une inuence sur leffectivit du marketing social. Le comportement individuel ainsi que le comportement prosocial sont analyss en utilisant divers sujets du marketing social. La recherche sur le point de rfrence, la distance psychologique et les dilemmes sociaux constituent la base des hypothses. Une exprience incorpore dans un questionnaire en ligne montre limpact du framing temporel sur lintention de changer un comportement individuel ou prosocial. Les rsultats indiquent que le framing social navait un impact que sur lintention
J. Thaler B. Helmig (&)
Department of Business Administration, Public & Nonprot Management, University of Mannheim, L 5, 4 (Castle), 68131 Mannheim, Germanye-mail: [email protected]: http://helmig.bwl.uni-mannheim.de
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comportementale individuelle. La catgorie de comportement affectue lefcacit du marketing social. Des effets faibles et le manque deffets globalement inter-prtables mettent en lumire que le framing temporel ainsi que le framing social ne jouent pas de rle dcisif quant lefcacit du marketing social.
Zusammenfassung Sozialmarketing gewinnt aufgrund andauernder gesellschaftlicher und sozialer Probleme an Bedeutung. Vor diesem Hintergrund...