Research Explorer

Project

Social marketing in low-involvement situations: a cue management perspective
Code
3F009710
Duration
01 October 2010 → 31 October 2012
Funding
Regional and community funding: Special Research Fund, Research Foundation - Flanders (FWO)
Research disciplines
  • Social sciences
    • Social psychology
    • Applied economics
    • Communication sciences
    • Journalism and professional writing
    • Media studies
    • Other media and communications
Keywords
social marketing cue management low-involvement
 
Project description

This project aims to increase the effectiveness of social campaigns, by investigating if the concept of cue management, developed within a commercial context, can be fruitfully applied in social marketing. Cue management refers to the planning of persuasive campaigns in low-involvement situations. It investigates how certain cues impact campaign effectiveness, since information processing in low-involvement situations seems to be intuitive.