Important elements to Achieve Behavioral Change
SEPTEMBER 21, 2020
UNIVERSITY OF EAST LONDON
Department of Management and science
, Abstract
Luo and Zhang’s (2009) study on heterosexual attraction in a
real-lifespeed-dating experiment amongst 108 college
students suggeststhat while leading factors which contribute
to romantic attraction,including reciprocity, beauty and
security, are regarded as importantelements to an extent,
attraction based on similarity between respondents’ remains
elusive. In this paper however, we propose andargue that all
of these principles of romantic attraction are relevantand
significant in determining what makes a behaviour desirable,
andattractive from a social marketing lens.
Understanding howindividuals can shift from little to no
interest in an idea, to adoptingand maintaining that same
idea can potentially influence andenhance social and
economic outcomes (Hastings, 2007; Lazer andKelley,
1973). Therefore, we suggest that the principles of
Attractioncan be used not only to shed light on the peculiar
phenomenon of the“ALS Ice Bucket Challenge”, but charity
campaigns in general.Firstly, the Social Relations Model
SEPTEMBER 21, 2020
UNIVERSITY OF EAST LONDON
Department of Management and science
, Abstract
Luo and Zhang’s (2009) study on heterosexual attraction in a
real-lifespeed-dating experiment amongst 108 college
students suggeststhat while leading factors which contribute
to romantic attraction,including reciprocity, beauty and
security, are regarded as importantelements to an extent,
attraction based on similarity between respondents’ remains
elusive. In this paper however, we propose andargue that all
of these principles of romantic attraction are relevantand
significant in determining what makes a behaviour desirable,
andattractive from a social marketing lens.
Understanding howindividuals can shift from little to no
interest in an idea, to adoptingand maintaining that same
idea can potentially influence andenhance social and
economic outcomes (Hastings, 2007; Lazer andKelley,
1973). Therefore, we suggest that the principles of
Attractioncan be used not only to shed light on the peculiar
phenomenon of the“ALS Ice Bucket Challenge”, but charity
campaigns in general.Firstly, the Social Relations Model
