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dc.contributor.authorWilson, Carolineen
dc.contributor.authorStuart, Graemeen
dc.date.accessioned2013-09-16T09:20:39Z
dc.date.available2013-09-16T09:20:39Z
dc.date.issued2013-09-06
dc.identifier.citationWilson, C. and Stuart, G. (2013) Can persuasion theory help assess a deliberative communication approach? 12th Int. Coll. on Arts, Social and Nonprofit Marketing, Heriot-Watt University, 6th September 2013. Heriot-Watt University and the Academy of Marketingen
dc.identifier.urihttp://hdl.handle.net/2086/9011
dc.description.abstractEnergy efficiency is increasingly being seen as a method to help the UK and the EU meet obligations to reduce carbon emissions. Some of the changes needed to the way we consume energy will be achieved through regulation. Others will require us to choose to behave differently. One way of engaging the consumers of energy in buildings is the provision of information as part of a marketing campaign. What makes information capable of encouraging behaviour change is contextual, according to the communication situation and the interests, cultural expectations and needs of the audience. As such campaigns should be pre-assessed when possible in an ex-ante evaluation. This paper investigates the usefulness of applying a persuasive marketing framework to assess the likely impact of a social marketing campaign desiring to use information as a key component in driving behaviour change. The goal is to see if the framework continues to have utility when applied to a campaign which is not overtly persuasive, but rather adopts a ‘bottom-up communication approach’. Such an approach involves both campaign designers and receivers in a symmetrical process using dialogue, participation and involvement in the process, as opposed to a top-down approach to communication featuring scientific persuasion or instructional transmission of information.en
dc.description.sponsorshipEU-funded SMARTSPACES project: CIP-ICT-PSP.2011.1.2 - ICT for Energy Efficiency in Public Buildings. Project reference: 297273en
dc.language.isoenen
dc.publisherHeriot-Watt University and the Academy of Marketing.en
dc.subjectbehaviour changeen
dc.subjectenergyen
dc.subjectfeedbacken
dc.subjectElaboration Likelihood Modelen
dc.subjectSocial Marketingen
dc.titleCan persuasion theory help assess a deliberative communication approach?en
dc.typeConferenceen
dc.researchgroupInstitute of Energy and Sustainable Developmenten
dc.peerreviewedYesen
dc.fundern/aen
dc.projectidN/Aen


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