A further development in social marketing application of the MOA framework and behavioral implications

Binney, Wayne, Hall, John and Shaw, Mike 2003, A further development in social marketing application of the MOA framework and behavioral implications, Marketing theory, vol. 3, no. 3, pp. 387-408.

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Title A further development in social marketing application of the MOA framework and behavioral implications
Author(s) Binney, Wayne
Hall, John
Shaw, Mike
Journal name Marketing theory
Volume number 3
Issue number 3
Start page 387
End page 408
Total pages 18
Publisher Sage
Place of publication Thousand Oaks, Calif.
Publication date 2003
ISSN 1470-5931
1741-301X
Keyword(s) MOA framework
social marketing
theory application
Summary This social marketing study discusses the application of Rothschild’s MOA framework (Motivation, Opportunity, and Ability) in a land-use management context. The authors hypothesize that landholders with higher levels of MOA are positively associated with behavior that would result in the effective control of a vertebrate pest (the European rabbit). A random sample of 566 land managers in southeastern Australia was obtained. The development of scales associated with this study were the result of intensive qualitative research, including focus groups, in-depth interviews, and a thorough review of secondary resources. The scales were developed through a factor analytic process and were piloted and pre-tested before being used.

From the study it is ascertained that about one-third of land managers fall into the highest level of effective behavior, and for the remainder, social marketing interventions, using marketing, education, and the law, could be applied to changebehavior. The study provides evidence that Rothschild’s theoretical MOA framework can be applied to a social market and thus provides guidance on the types of interventions that may be effective in altering behavior. The MOA framework also provides a mechanism for segmentation that can be used to describe various markets and gives direction to the interventions that may be effective in altering behavior.
Language eng
Field of Research 159999 Commerce, Management, Tourism and Services not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1.1 Refereed article in a scholarly journal
Copyright notice ©2003, Sage
Persistent URL http://hdl.handle.net/10536/DRO/DU:30040092

Document type: Journal Article
Collections: Deakin Graduate School of Business
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