Post on 30-Jun-2020
2015 World Social Marketing Conference 19~21, Rydges World
Square, Sydney Peiyi Wang, Dr. Rowan Bedggood & Dr. Viet Le
What Rocks Your Boat? When “Attraction” meets “Social Identity” to Achieve Behavioural Change
Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
2015 WSM Conference
What Rocks Your Boat?
Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
2015 WSM Conference
You may be attracted to many things…
Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
2015 WSM Conference
How about this??
Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
2015 WSM Conference
ALS Ice Bucket Challenge
Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
3. Stages of Change - Precontemplation - Contemplation - Preparation - Action - Confirmation
• 2. Social Influence 2. Social identity (shape, enhance)
• 3. Stages of Behavioural Change
• 1. Principles of Attraction v - Reciprocity (Alignment, Similarity) v - Beauty (physical attractiveness) v - Security
2015 WSM Conference
Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
2015 WSM Conference
Indeed, the new behaviour was adopted so fast and furiously….. Just like…
Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
2015 WSM Conference
Results
Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
2015 WSM Conference
Results
Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
2015 WSM Conference So what?
Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
2015 WSM Conference
Thank You! peiyiwang@swin.edu.au
https://www.facebook.com/PeiyiWangPYW