Social marketing is an integral part of behaviour change. Fishbein & Ajzen in the early 1970's uncovered the relationship between beliefs, attitudes and intentions in predicting behaviour change. The Theory of Planned Behaviour or Reasoned Action is one of the most recognised theories of behaviour change and allows social marketers to identify the key beliefs, attitudes and intentions of changing behaviour in target markets.
From a marketing and communications effectiveness perspective Rossiter and Percy (1987) contributed a better understanding of how stated motivations and involvement with a product or service contribute to advertising effectiveness. The motivations were two general types informational (drive reduction) and transformational (drive increasing) both types providers marketers with further guidelines in campaign development.
However, if you have a social marketing campaign or program you also need to ensure it engages, motivates and persuades behaviour. Using neuromarket research we can identify the key brain areas stimulated by the concept and tell you how much or little the brain areas involved in moral and value based decisions are activated.
Some believe emotional advertising is over done, neuroscience says otherwise - emotional activation and behaviour change are one in the same.
Ensure the activation of your messaging is actually engaging the parts of the brain that are linked to moral and value based decision making - no other research methods are able to understand this process.