Challenging the planned behavior approach in social marketing: emotion and experience matter
研究挑战了社会营销中常用的计划行为模型，通过对1275名美国与澳大利亚女性的调查，发现情感和经验在理解复杂社会行为（如母乳喂养）中比认知变量更重要。
<b>Purpose</b>: There is a dominance of cognitive models used by marketers when studying social phenomena, which denies the complexity of the behavior under investigation. Complex social behaviors are typically emotionally-charged and require a different perspective. The purpose of this research is to challenge the planned behavior approach and reframe marketers’ perspectives on how to study complex social phenomenon such as breastfeeding. <b>Design/methodology/approach</b>: An online survey of 1275 American and Australian women was undertaken to test the Model of Goal Behavior in a breastfeeding context. Structural equation modelling and multi-group analysis of novice (first time mothers) and experienced mothers is used to test the hypotheses. <b>Findings</b>: The findings demonstrate that emotion and experience matter when understanding a complex social behavior such as breastfeeding. The emotional variables in the model had significant relationships while the cognitive variables of instrumental and affective attitude did not. As women progress through their customer journey (from novice to experienced) the significance of the planned behavior model weakens. <b>Practical implications</b>: This research demonstrates that an emotion and experience focused approach should guide the design of social marketing interventions aimed at changing complex social behaviors. <b>Originality/value</b>: This research presents empirical evidence to challenge the pervasive use of planned behavior models and theories in marketing. Importantly, in social behavior models, emotion rather than attitudes have a larger role in determining intentions and behaviors.