The concept of Self-regulation and the ability to make people self-regulate in a better way has been the subject of many studies since the last few decades (Kotler, Roberto, Lee, 2002; Andreasen, 1995). The ability to self-regulate can be important in all aspects of life. When focusing on business, the people behind the business and exchange of products and services are an important factor for a good working economy and for society in general (Lazer, Kelley, 1973). People may influence business and economics in an indirect way, for example, by feeling unhappy about their lives, which directly influences a business in that unhappy workers are slow and unfriendly to customers. Such behavior may thus influence profits and sales. The ability to self-regulate is thus a primary aspect in the behavior of people. In order to attain a professional or personal goal, people must have the ability to self-regulate (Bandura, 1977). Self-regulation appears to be central to effective functioning in a number of ways. It helps in in impulse control, time management, and in coping with emotions or stress (Murtagh, Todd, 2004).
[...] Social Marketing & Self-Regulation: the Perfect Match for a Good Working World The Contribution of Social Marketing to Self-Regulation Strength Table of Contents Chapter Introduction 1. Background 2. Managerial Relevance 3. Academic Relevance 4. Problem Statement and Research Questions Problem Statement Research Questions 1.5 Structure of the Study Chapter 2 Individual Self-Regulation Strength and Influencing Factors 2.1 Self-Regulation Self-Regulation and Self-Control Self-Regulation 2.2 Self-Regulation Strength 2.3 Factors Influencing Self-Regulation Strength Replenishment Factors Individual Factors Chapter Social Marketing 3.1 What is Social Marketing? [...]
[...] The main goal is creating and sustaining demand for the product. Therefore, promotion can consist of several steps: introduction of the product, creating demand; building a good name, sustaining demand. The way of promoting a product depends on the audience‘s awareness of the product (Kotler, Roberto, 1991) The —Social Next to the regular there exist some more in social marketing. How many more and what they exactly mean has been described differently by several researchers (Kotler and Roberto, 1991; Higgins, 1995; Kotler et al., 2002; Weinreich, 2003). [...]
[...] To change these behaviors individual self-regulation ability has to enhance, which may be possible by using an effective social marketing campaign (Kotler, Andreasen, 1987). Since all kinds of self-regulation failure cost society a lot of money (Baumeister et al.,1994; Baumeister, Schmeichel, 2004) policy makers will benefit by knowing how to provide strong social marketing campaign and how to enhance individual self-regulation ability. In summary, an effective marketing campaign is important to be able to tackle the difficult process of behavioral change as well as the though competition (Kotler et al., 2002). [...]
[...] Rothbart, Mary K., Lesa K. Ellis, and Michael I. Posner (2004), —Temperament and Self- Regulation“, in Handbook of Self-Regulation, ed. Roy Baumeister and Kathleen Vohs, The Guilford Press: New York. Rothbart, Mary K., and Laura B. Jones (1998), —Temperament, Self-Regulation and Education“, School Psychology Review, 479- 491. Rothman, A. J., A. S. Baldwin, and A. W. [...]
[...] To this adequate way of using the —P's will be referred for the construction of the conceptual framework. These findings lead to the conclusion that the P's (product, price, place, promotion) and the —social P'sm, when used adequately influence first the deplenishment and individual factors in a positive way and from there on also the individual self-regulation strength. A good social marketing campaign incorporating all —P's, will influence mood and motivation of individuals to adapt to or buy the social product (Brenkert, 2002). [...]
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