Linda Brennan

Behavioral Change Starts in the Family: The Role of Family Communication and Implications for Social Marketing

This article investigates reciprocal consumer socialization in families, with a particular focus on the influence young adults above age 18 living at home have over their parents. A dyadic method of analysis was used to determine the level of influence young people have on the decision making of their parents with regard to the consumption of environmentally sustainable products. Our research shows that parents are not only influenced by their adolescent children, but that they are much more likely to take their childrens advice when the family foster open issue-based communication patterns with respect for others. Our findings show that when the parents initially encourage their children to develop their own opinions and at the same time uphold the family hierarchy, they are much more likely to take their childrens advice as well. For social marketers seeking to address issues of sustainable consumption, these are important findings.

Social marketing and behaviour change : models, theory and applications

Contents: Acknowledgments 1. Introduction PART I: THEORIES AND THEIR USES IN SOCIAL MARKETING 2. Theories and Their Uses in Social Marketing Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti Watne and Dang Nguyen PART II: RATIONAL - ECONOMIC MODELS (COGNITIVE MODELS) 3. Rational - Economic Models (Cognitive Models) Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti Watne and Dang Nguyen 4. Case study: Using the Theory of Planned Behaviour to Assess Blood Donation Intentions amongst African Migrants in Australia Ahmed Shahriar Ferdous, Michael Jay Polonsky, Zoe McQuilten and Andre M. N. Renzaho 5. Rational Economic Models (Cognitive) Summary PART III: BEHAVIOURAL MODELS (CONATIVE MODELS) 6. Behavioural Models (Conative Models) Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti Watne and Dang Nguyen 7. Case study: Using Social Cognitive Theory and Social Support Coping Theory to Improve Breastfeeding Duration Rates: MumBubConnect Rebekah Russell-Bennett, Danielle Gallegos, Josephine Previte and Robyn Hamilton 8. Behavioural (Conative) Models Summary PART IV: EMOTIONAL MODELS (AFFECTIVE MODELS) 9. Emotional Models (Affective Models) Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti Watne and Dang Nguyen 10. Case study: Hello Sunday Morning!: Towards Practices of Responsible Drinking Marie-Louise Fry 11. Affective Models (Emotional) Summary PART V: SOCIO-CULTURAL - ECOLOGICAL MODELS 12. Socio-cultural - Ecological Models Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti Watne and Dang Nguyen 13. Case Study: Micro-meso Level Theory Case Study - Consumer Socialization and Consumption of Clothes Karin M. Ekstrom 14. Case Study: Meso-Macro Level Theory Case Study - DrinkWise: Investing in Generational Social Change Josephine Previte, Linda Brennan and John Scott 15. Socio-cultural Ecological Theories of Behaviour Change Summary PART VI: MULTI-THEORY MODELS 16. Multi-theory Models Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti Watne and Dang Nguyen 17. Case Study: Greenwich Get Active: Mobilising a Whole Community to Get Active Matt Howick 18. Case Study: Waves of Change: Collaborative Design for Tomorrows World Christine Domegan, Patricia McHugh, Michelle Devaney, Sinead Duane, John Joyce, Olivia Daly and David Murphy 19. Multi-theory Models Summary PART VII: BUYING OR CONSUMER BEHAVIOUR DECISION MODELS 20. Buying or Consumer Behaviour Decision Models Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti Watne and Dang Nguyen 21. Case Study: Which Theory is More Effective for Predicting Hotel Guest Participation in Towel and Linen Reuse Programs, Social Influence Theory or Attribution Theory? Walter Wymer 22. Buying or Consumer Behaviour Theories Summary PART VIII: SOCIAL CHANGE MODELS IN SOCIAL MARKETING 23. Social Change Models in Social Marketing Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti Watne and Dang Nguyen 24. Case Study: A Social Marketing Approach for Increasing Community Coalitions Adoption of Evidence-Based Policy Alyssa B. Mayer, R. Craig Lefebvre, Robert J. McDermott, Carol A. Bryant, Anita H. Courtney, James H. Lindenberger, Mark A. Swanson, Anthony D. Panzera, Mahmooda Khaliq, Brian J. Biroscak and Ashton P. Wright 25. Social Marketing and Social Change Models Summary PART IX: SOCIAL MARKETING AND BEHAVIOUR CHANGE: WHERE TO FROM HERE? 26. Social Marketing and Behaviour Change: Where to From Here? Linda Brennan, Wayne Binney, Lukas Parker, Torgeir Aleti Watne and Dang Nguyen Bibliography Index

Children as agents of secondary socialisation for their parents

Purpose – The purpose of this paper is to contribute to the body of knowledge associated with consumer socialisation. The authors investigate how children function as socialisation agents for their parents in influencing their purchase intentions of computer and high‐tech products – essentially the idea of the young educating the old.Design/methodology/approach – A review of the extant literature relating to consumer socialisation, social power and knowledge about computer related and small high‐tech products yielded meaningful hypotheses. A structured survey which was required to be completed by dyads (i.e. children and parents) was mailed to Australian families in the state of Victoria. Data obtained from 180 usable responses from the dyads were analysed to test the hypotheses.Findings – Children are seen to possess expert power over their parents with regards to computer related and small high‐tech products; which make them an important agent of secondary socialisation for their parents. Men are percei...

Consumer Socialization Agency: Implications for Family Decision-Making About Holidays

ABSTRACT This paper investigates the influence young adult children living at home have over parents’ holiday decisions. “Consumer socialization agency” (CSA) was developed as a measure to capture the intercession or mediation one person accepts from another person about consumption issues. The analysis was conducted through a dyadic method, which involves collecting data from and analyzing data about pairs of people (dyads); in this case, parents and their children. CSA was related to family size and gender+ but more closely related to family communication style. Families fostering an open, issue-based communication style seem to have the highest likelihood of children socializing parents.

Consumer socialisation agency within three-generational Vietnamese families

Purpose – The purpose of this paper is to establish how consumer knowledge is transferred among family members in multi-generational families, based on the consumer socialisation theory. Understanding how consumers learn about consumption and are socialised as consumers is critical to developing marketing strategies throughout the family lifecycle. Central to current conceptions of consumer socialisation is the idea that individuals make decisions as outcomes of previous socialisation processes. However, socialisation takes place in the meso-level social setting and there is need to understand how these meso-systems interact when it comes to consumption. Design/methodology/approach – Using a social system design and dyadic analysis, the authors tested knowledge transfer and consumer socialisation agency in multi-generation families in Vietnam, yielding a sample size of 654 individuals and 218 families. Findings – The authors demonstrate the role of consumer socialisation agency on consumer knowledge trans...

Self expression versus the environment: Attitudes in conflict

Purpose – This paper aims to present the findings of a survey into attitudes towards the environment and the pro-environmental behaviours of young adults in Vietnam. Design/Methodology/Approach – An online survey was administered to university students in Vietnam’s two most populous cities, Ha Noi and Ho Chi Minh City (N = 391). Findings – The results suggest that environmental considerations are not taken into account in young Vietnamese adults’ purchase intentions. This is more evident in expressive purchases, but also, to some degree, in utilitarian purchases. Practical implications – For the marketers of environmentally friendly products, this represents at least two key challenges: first, to try to shift the attitudes of young adult consumers towards thinking of environmental friendliness as an attractive characteristic and status-filled activity for potential expressive purchases. Second, making environmentally friendly alternatives of expressive goods more visible and more widely available in Vietn...

Family communication for the modern era: a typology

Purpose – This paper aims to offer an interrogation for the purposes of theoretical clarity, precision and validity. Family communication patterns (FCPs) about consumption is a commonly used measure in consumer socialisation. However, it has not been properly assessed for validity in marketing since it was developed in the 1970s. Previously developed and commonly used scales were used to examine communication styles and communication quality to test whether these older measures were still valid and applicable to the modern consumer context. Design/methodology/approach – Critique of extant measures suggested the need for a more precise and contemporary conceptualisation of family communication about consumption. A new conceptualisation was then empirically tested using a psychometric theory approach to scale development. By using a dyadic design, family communication between parents and young adult children in 180 families was examined. Findings – The early concepts are now outdated and do not readily tran...

Design Issues in Cross-Cultural Research: Suggestions for Researchers

This chapter builds on the first five chapters in this handbook that explained the research design typology. The focus here is on design issues in cross-cultural research. This chapter is intended to serve as a guide for practitioners to apply and integrate the research design typology layers into a scholarly manuscript. In contrast to the broad scope of the first five chapters, this chapter concentrates on how to integrate specific components of the typology regardless of which ideology the researcher holds on the continuum (positivist, post-positivist, pragmatist, interpretivist, or constructivist).

Social change models in social marketing

This is essential reading for social marketing practitioners, researchers and students. the book describes a comprehensive range of behavior change theories of relevance to social marketing and is complemented with illustrative case ...

Social marketing and behaviour change : where to from here?

This is essential reading for social marketing practitioners, researchers and students. the book describes a comprehensive range of behavior change theories of relevance to social marketing and is complemented with illustrative case ...