Research Explorer

Project

Social marketing in low-involvement situations: a cue management perspective
Code
3F009710
Looptijd
01-10-2010 → 31-10-2012
Financiering
Regional and community funding: Special Research Fund, Research Foundation - Flanders (FWO)
Onderzoeksdisciplines
  • Social sciences
    • Social psychology
    • Applied economics
    • Communication sciences
    • Journalism and professional writing
    • Media studies
    • Other media and communications
Trefwoorden
sociale marketing cue management low-involvement
 
Projectomschrijving

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.