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Theory remains underused in social marketing despite many potential benefits that may arise if theory is concretely and consistently applied. In response to ongoing calls for standardised frameworks and methods, this study aims to present a four-step theory application process with the aim of supporting improved theory use across the entire social marketing process.

The role and importance of theory application in behaviour change is outlined alongside an integrative review and critical analysis of theory application in social marketing. To address key challenges impeding rigorous theory use, the theory selection, iterative schematisation, theory testing and explicit reporting of theory use (TITE) four-step theory application process is proposed. Evidence-based guidance, current best practice examples, and a worked example are provided to illustrate how the TITE process may be initially followed.

Low levels and poor quality of theory use suggest social marketing researchers and practitioners need further support in rigorously applying theories across the life of an intervention. The TITE process leverages the known benefits of theory use and capitalises on the reciprocal relationship that may be enacted between theory selection, iterative schematisation, theory testing and explicit reporting of theory use.

The TITE process delivers a standardised framework that aims to stimulate rigorous theory application and explicit reporting of theory use in social marketing. Clear theory application and reporting will permit a more fine-grained understanding of intervention effectiveness to be established by shifting away from a simple dichotomous view of effectiveness (success or failure) to unpacking the “active ingredients” contributing to observed outcomes.

The evidence-based guidance and best practice examples provided for each step of the TITE process will increase the accessibility and usability of theory among practitioners. With time the TITE process will support practitioners by delivering a robust theory base that can be reliably followed to further extend on social marketing’s effectiveness.

This paper draws on interdisciplinary methods and resources to propose a standardised framework – the TITE process – designed to support rigorous theory application and explicit reporting of theory use in social marketing. Refinement, uptake and widespread implementation of the TITE process will improve theory use and support the creation of a shared language, thereby advancing social marketing’s cumulative knowledge base over time.

Participatory design involves users and other key stakeholders in processes that aim to ensure solutions generated meet their needs. This paper compares the processes and outcomes of two participatory design approaches (design thinking and co-design) to examine their utility in co-creating innovative service solutions for reducing household energy demand.

Design thinking and co-design were implemented in two independent convenience samples of household energy users in Queensland, Australia. Workshops were conducted online using Zoom and Padlet technology. Informed by the capability-practice-ability (CPA) portfolio, a critical analysis based on the research team's experiences with implementing the two participatory design approaches is presented.

The key distinguishing features that set design thinking apart from co-design is extent of user involvement, solution diversity and resource requirements. With a shorter duration and less intensive user involvement, co-design offers a more resource efficient means of solution generation. In contrast, design thinking expands the solution space by allowing for human-centred problem framing and in so doing gives rise to greater diversity in solutions generated.

Mapping the six constellations of service design outlined in the CPA portfolio to the research team's experiences implementing two different participatory design approaches within the same context reconciles theoretical understanding of how capabilities, practices and abilities may differ or converge in an applied setting.

Understanding the benefits and expected outcomes across the two participatory design approaches will guide practitioners and funding agencies in the selection of an appropriate method to achieve desired outcomes.

This paper compares two forms of participatory design (design thinking and co-design) for service innovation in the context of household energy demand offering theoretical and practical insights into the utility of each as categorised within the CPA portfolio.

This paper aims to present a preliminary exploration of the intersections between the accounting and information systems (IS) disciplines. Using the illustrative example of the COVIDSafe app, released by the Australian federal government in response to the “wicked problem” of COVID-19, we demonstrate the value of interdisciplinarity to broaden the boundaries of accounting beyond a technical orientation to encompass social and moral considerations.

We apply a high-level view of socio-technical theory derived from the IS discipline by using a close-reading method of publicly available media and federal government sources related to the COVIDSafe app collected between April 2020 and April 2021. This theoretical lens allows for an enhanced understanding of the technical, environmental/regulatory, and social subsystems relating to accounting and accountability while supporting interdisciplinary reflection.

Addressing complex and wicked problems in accounting requires interdisciplinary approaches, whereby the accounting discipline must move beyond its technical origins. Dialogue between the accounting and IS disciplines is necessary to gain a deeper appreciation of the social, technical and moral implications of accounting in context.

Viewing accounting beyond a technical practice through collaboration between accounting and IS offers a theorisation to consider the multi-dimensional nature of complex societal challenges. This theorisation can support the advancement of our practice and research meaningfully toward a view of accounting that centres on ideas of the public interest and the betterment of society. There remains much scope for progressing this dialogue, and we commend other scholars to engage in interdisciplinary work on the boundaries of accounting.

This study illustrates opportunities for accounting and IS approaches to solving “grand challenges”. Further, the study answers multiple calls for interdisciplinary discourse in accounting scholarship by contributing a socio-technical framing toward addressing complex challenges in our calculative era by initiating a dialogue that moves beyond accounting's traditional technical practice or the “accounting information systems” context.

The following are portions of a paper, bearing the title as above, which was read before the Royal Society of Arts on April 18th, 1945, by Sir Edward V. Appleton, LL.D., F.R.S., the Secretary of the Department; Sir Henry Dale, P.R.S., presiding.