Changing behavior: a challenge for reproductive health awareness.
Social marketing applies commercial sector ideas to programs to change behavior. It involves a mindset that is customer-focused; a process that starts with customers and continually returns to them for validation; and concepts to make change happen. Customer behavior models guide strategy. One useful model is based on stages of change and four behavioral influences: perceived benefits, perceived costs, the influence of others, and perceived behavioral control.
Andreasen
A R
AR
Georgetown University, Washington, DC 20007, USA.
D001364:Awareness; D001519:Behavior; D006262:Health; D006801:Humans; D008389:Marketing of Health Services; D012098:Reproduction