In this second episode of our brief series on social marketing, we look at the theory that underpins it: Exchange Theory. Understanding how to apply Exchange Theory will help you choose the right message for an audience based on what you know about their basic needs and values. (Bonus: It can even work in your personal life too, when you’d like that person in your household or workplace to change their behavior). If you haven’t already done so, listen to our introduction to social marketing in Episode 6 and the first part of this series from last week, Episode 26.
Resources:
Social exchange theory – Wikipedia
Tools of Change – Social Marketers
Shams, M. (2018). Social Marketing for Health: Theoretical and Conceptual Considerations. Selected Issues in Global Health Communications. doi: 10.5772/intechopen.76509
Cook, Karen & Cheshire, Coye & Rice, Eric & Nakagawa, Sandra. (2013). Social Exchange Theory. 10.1007/978-94-007-6772-0_3.
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