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Abstract
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A review on the behavioural sciences and social marketing literatures reveals that behavioural sciences are increasingly informing policies to promote societal well-being, and social marketing can reinforce behaviourally informed policy formulations by suggesting a broader array of policy options.
Purpose
This commentary argues that social marketing and the application of behavioural sciences to policy constitute two converging paths towards better policies. It highlights points of convergence and divergence between both disciplines and the potential benefits of further embedding social marketing principles and methods within the recent trend of applying behavioural sciences to policy.
Design/methodology/approach
The commentary relies on a review of the behavioural sciences and social marketing literatures and on an analysis of institutional reports reviewing cases of behaviourally informed policies.
Findings
Behavioural sciences are increasingly informing policies to promote societal well-being. Social marketing has seldom been explicitly considered as being part of this phenomenon, although it is de facto. Both disciplines share similar end-goals, inform similar policy applications and are rooted in behavioural analysis. They diverge in their theoretical frameworks, their relative emphasis on behaviour change and the span of interventions they generate. Several benefits of embedding social marketing principles and methods within the current way of applying behavioural sciences to policy are identified.
Practical implications
Scholars applying behavioural sciences to policy are encouraged, when appropriate, to use the insights and methods from social marketing. Social marketing can engage in a dialogue with behavioural sciences to explore how to pilot the convergence of both approaches in practice.
Originality/value
The novelty of this contribution lies in providing the first comparison of the application of behavioural sciences to policy with social marketing, and in using the policy-making cycle framework to map the contributions and complementarities of both disciplines.
Keywords:
Social marketing, Policy, Behavioural economics, Nudge, Behavioural insights, Behavioural sciences
© François J. Dessart and René van Bavel 2017
Published by Emerald Publishing Limited
Language: en |