Microtargeting and Normative Appeals to Increase Social Marketing Efficiency

[Alexander L. Metcalf of the University of Montana, Justin W. Angle
of the University of Montana, Conor N. Phelan of the University of Montana, B. Allyson Muth of Penn State University, and James C. Finley of of Penn State University recently published an article in Social Marketing Quarterly titled “More “Bank” for the Buck: Microtargeting and Normative Appeals to Increase Social Marketing Efficiency.” We are pleased to welcome Dr. Yang as a contributor and happy to announce that the findings will be free to access on our site for a limited time. They have provided further insights regarding the inspiration behind the research below.]

SMQ_20_2_C1 & C5.indd

We were motivated to pursue this research because so many conservation outcomes are dependent on human behavior and we saw a tremendous opportunity to modernize the toolkit used by conservation advocates and outreach specialists to improve natural resource stewardship. National media stories have been dominated by negative stories about big data and digital marketing by political campaigns, social media, and corporate interests, yet few people have explored how these tools might help achieve conservation goals or promote the public good. The most challenging aspect of this work was conducting a randomized controlled trial in a real world setting; experiments that allow us to truly demonstrate efficacy are relatively easy in the laboratory. In contrast, our field experiment required years of planning and coordination within our team and with our outreach partners. After all this work, our results demonstrated there is large, untapped potential to apply modern marketing tools to address critical environmental challenges, especially by connecting conservation appeals to each individual’s personal values. .

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This entry was posted in Marketing, Social Issues, Social Marketing by Cynthia Nalevanko, Senior Editor, SAGE Publishing. Bookmark the permalink.

About Cynthia Nalevanko, Senior Editor, SAGE Publishing

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 1500 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, Washington DC, and Melburne, our publishing program includes more than 1000 journals and over 900 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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