商道纵横：SBCC社会行为改变传播操作手册（2022年第一版）（48页）.pdf

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1、 1 ? ? ?Social?Behavior?Change?Communication?2022 ? ? 2 ?.?3? ?.?5?1.1 ?.?5?1.2?.?6?1.3?.?6? ? SBCC? .?7?2.1 ? SBCC?.?7?2.2?.?7?2.3? SBCC ?.?9? SBCC ? .? 11?3.1?.?11?3.2 ?.?20?3.3?.?24?3.4?.?28?3.5?.?38?3.6?.?41? ?.? 48? 3 ?务?务?！?ESG ?务?匹?匹?务?务?务?SBCC ?务?务?务?撑练? 4 ?务? ? ? SBCC ?务? ? ?够?！?SBCC ?务?务?模

2、? ?！? ? ? ? 5 ? ?1.1 ? ? ? ? ? ? ? ? ? ? Social? Behavior?Change?Communication,? ?SBCC?Social?Norm?1?SBCC ?Campaign?2? 1970 ?3?SBCC ?的?务?务? ?Social?Marketing? ? ?研?1971 ? ?4? (Phillip?Kotler)?Gerald?Zaltman?(Social?Marketing)? ?够? 1? ?告?告?2? Integrating?Application?of?Media?Effects,?Persuasion,?and?

3、Behavior?Change?Theories?to?Communication?Campaigns:?A?Stages-of-Change?Framework?https:/ The?Transtheoretical?Model?(Stages?of?Change),?https:/sphweb.bumc.bu.edu/otlt/mph-modules/sb/behavioralchangetheories/behavioralchangetheories6.html?务?5?模?研?务?研?务?2002 ?Daniel?Kahneman?prospect?theory?4? ?Geral

4、d?Zaltman ? 1971 ?Broadening?the?Concept?of?Marketing? 1969 ? 1 ?Social?Marketing:? An? Approach? to? Planned? Social? Change? ? 1971 ? 7?A?Generic?Concept?of?Marketing? 1972 ? 4 ? 14 ? 2012 ? 8 ? 2015? 1 ? 2015 ? 8 ?5? Kotler,? P.,? Zaltman,? G.,? (July? 1971),? ?Social? Marketing:? An? Approach? t

5、o?Planned?Social?Change,?Journal?of?Marketing,?Vol.35,?pp.3-12.? 6 ? 3.4.5 ?务? ? 2017 ?H?Richard?H.?Thaler?务?SBCC ? SBCC ?尼?/? ?/? ?SBCC ? ?science?fact? ?够?SBCC ?够?群?务? ? SBCC ? SBCC ?够?研?1.2? ? SBCC ?SBCC ? 6 ?务? SBCC?1.3? ? ?/? SBCC ?撑练?务?l ? 7 ?够?l ?CSR ?够?l ?务?够?/? ? SBCC?2.1 ? SBCC?！?SBCC?SBCC

6、 ?尼?/? ? ? ? ?务?2.2? ?SBCC ?匹? ? NGO? ? ? ?愿 1? ? 1.? ? ?务? ? ? ?务? 8 SBCC ?务? ?The? Transtheoretical? Model? and?stage?Of?Change,?TTM)6?愿 2? 2.?TTM ?TTM ? 6? Toward?a?Comprehensive?Model?of?Change,?James?O.?ProchaskaCarlo?C.?Diclemente,?https:/ ?1.? ? 6 ?2.? ? 6 ?3.? ?够?4.? ? 6 ?5.? ?导撑?够?导撑?撑?6.?