TY  - JOUR
AB  - Purpose While awareness of social, health and environmental consequences of our collective action are growing, additional efforts are required to deliver the changes needed to affect the greater good. A review of the literature indicates that research efforts may be misdirected. Drawing from empirical data where a total of 161 caregivers reported changes in their child’s walking behaviour following a month long social marketing program, the purpose of this paper is to illustrate differences between behaviour and behaviour change.Design/methodology/approach Data analyses involved use of multiple linear regression on static followed by dynamic measures of behaviour and behavioural change and their respective determinants. The static model used variables reported by caregivers after program participation, while the dynamic measures used change scores for all variables reported (T2-T1).Findings Results from the static model showed that only intentions and barriers explained behaviour at Time point 2. In contrast, findings from the dynamic data analysis indicated that a change in injunctive norms (important others’ approval of the child walking to school) explained a change in walking to and from school behaviour. Taken together, the results of the current paper suggest research attention needs to be directed towards dynamic methodologies to re-centre research attention on behavioural change and not behaviour, which dominates current practice.Originality/value This paper offers a foundational step to support the research community to redirect research efforts from understanding behaviour to focussing research design and theoretical development on behavioural change. Theories of behaviour change are needed to affect the greater good.
VL  - 9
IS  - 2
SN  - 2042-6763
DO  - 10.1108/JSOCM-10-2018-0113
UR  - https://doi.org/10.1108/JSOCM-10-2018-0113
AU  - David Patricia
AU  - Rundle-Thiele Sharyn
PY  - 2019
Y1  - 2019/01/01
TI  - Rethinking behaviour change: a dynamic approach in social marketing
T2  - Journal of Social Marketing
PB  - Emerald Publishing Limited
SP  - 252
EP  - 268
Y2  - 2024/04/24
ER  -