Adherence
Social marketing interventions that fully apply Andreasen’s six benchmark criteria (consumer focus, formative research, segmentation, exchange, marketing mix, competition analysis) are significantly more effective at changing healthy eating behaviors than those relying primarily on communication or advertising.
If you are designing a health program, do not just rely on posters or messages. You must use formative research to understand your audience's barriers and motivators, segment your audience, offer immediate value (exchange), and address competing factors (like cost or convenience). This comprehensive approach is statistically more likely to result in actual behavior change than communication-only campaigns.
The sixteen studies that met the definition of social marketing used significantly more of Andreasen’s (2002) criteria and were more effective in achieving behavioural change than the eighteen studies in subset 2.
Why this rating
Based on a systematic review of 34 empirical studies with statistical comparison (t-test, Fisher's exact test) between subsets.
Source
Eating for the better: a social marketing review (2000–2012)
Julia Carins et al. · Public Health Nutrition · 2013
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