Code
3F009710
Duration
01 October 2010 → 31 October 2012
Funding
Regional and community funding: Special Research Fund, Research Foundation - Flanders (FWO)
Promotor
Fellow
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.