Purpose – The purpose of this paper is to discuss a broader societal trend toward the full realization of human potential and the points of convergence with social marketing. The ultimate goal of social marketing is to increase social good. The paper defines social good in a new light and...

Purpose: The purpose of this paper is the development of a framework to address complex social problems. The paper proposes an integrative framework inspired in complexity sciences, using it to explain the demise of cigarettes in recent decades. Design/methodology/approach: The paper uses the...

This article develops a model for the measurement of human values that, rather than obtain aggregate measurements, identifies distinct value systems within a population and classifies individuals according to them. These value systems are inferred from the stated priority rankings, obtained from...

The objective of the study is to propose and test a model to understand the factors that impact the use of electronic media in Brazil. A survey was conducted, capturing perceptions about five electronic media – Broadcast TV, Pay-TV, Internet, Mobile Phones and Game Consoles. A sample of...

Purpose – The purpose of this paper is to bring forth the limitations of some important models of cognition and behavior adopted by social marketers and present important findings from recent lines of research that contribute to a fine‐grained understanding of human behavior....