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2015 World Social Marketing Conference 19~21, Rydges World Square, Sydney Peiyi Wang, Dr. Rowan Bedggood & Dr. Viet Le What Rocks Your Boat? When “Attraction” meets “Social Identity” to Achieve Behavioural Change

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Page 1: Peiyi Wang, Dr. Rowan Bedggood & Dr. Viet Le2018.wsmconference.co.uk/wp-content/uploads/2014/... · 2015 World Social Marketing Conference 19~21, Rydges World Square, Sydney ... ALS

2015 World Social Marketing Conference 19~21, Rydges World

Square, Sydney Peiyi Wang, Dr. Rowan Bedggood & Dr. Viet Le

What Rocks Your Boat? When “Attraction” meets “Social Identity” to Achieve Behavioural Change

Page 2: Peiyi Wang, Dr. Rowan Bedggood & Dr. Viet Le2018.wsmconference.co.uk/wp-content/uploads/2014/... · 2015 World Social Marketing Conference 19~21, Rydges World Square, Sydney ... ALS

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

2015 WSM Conference

What Rocks Your Boat?

Page 3: Peiyi Wang, Dr. Rowan Bedggood & Dr. Viet Le2018.wsmconference.co.uk/wp-content/uploads/2014/... · 2015 World Social Marketing Conference 19~21, Rydges World Square, Sydney ... ALS

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

2015 WSM Conference

You may be attracted to many things…

Page 4: Peiyi Wang, Dr. Rowan Bedggood & Dr. Viet Le2018.wsmconference.co.uk/wp-content/uploads/2014/... · 2015 World Social Marketing Conference 19~21, Rydges World Square, Sydney ... ALS

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

2015 WSM Conference

How about this??

Page 5: Peiyi Wang, Dr. Rowan Bedggood & Dr. Viet Le2018.wsmconference.co.uk/wp-content/uploads/2014/... · 2015 World Social Marketing Conference 19~21, Rydges World Square, Sydney ... ALS

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

2015 WSM Conference

ALS Ice Bucket Challenge

Page 6: Peiyi Wang, Dr. Rowan Bedggood & Dr. Viet Le2018.wsmconference.co.uk/wp-content/uploads/2014/... · 2015 World Social Marketing Conference 19~21, Rydges World Square, Sydney ... ALS

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

3. Stages of Change - Precontemplation - Contemplation - Preparation - Action - Confirmation

•  2. Social Influence 2. Social identity (shape, enhance)

•  3. Stages of Behavioural Change

•  1. Principles of Attraction v  - Reciprocity (Alignment, Similarity) v  - Beauty (physical attractiveness) v  - Security

2015 WSM Conference

Page 7: Peiyi Wang, Dr. Rowan Bedggood & Dr. Viet Le2018.wsmconference.co.uk/wp-content/uploads/2014/... · 2015 World Social Marketing Conference 19~21, Rydges World Square, Sydney ... ALS

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

2015 WSM Conference

Indeed, the new behaviour was adopted so fast and furiously….. Just like…

Page 8: Peiyi Wang, Dr. Rowan Bedggood & Dr. Viet Le2018.wsmconference.co.uk/wp-content/uploads/2014/... · 2015 World Social Marketing Conference 19~21, Rydges World Square, Sydney ... ALS

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

2015 WSM Conference

Results

Page 9: Peiyi Wang, Dr. Rowan Bedggood & Dr. Viet Le2018.wsmconference.co.uk/wp-content/uploads/2014/... · 2015 World Social Marketing Conference 19~21, Rydges World Square, Sydney ... ALS

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

2015 WSM Conference

Results

Page 10: Peiyi Wang, Dr. Rowan Bedggood & Dr. Viet Le2018.wsmconference.co.uk/wp-content/uploads/2014/... · 2015 World Social Marketing Conference 19~21, Rydges World Square, Sydney ... ALS

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

2015 WSM Conference So what?

Page 11: Peiyi Wang, Dr. Rowan Bedggood & Dr. Viet Le2018.wsmconference.co.uk/wp-content/uploads/2014/... · 2015 World Social Marketing Conference 19~21, Rydges World Square, Sydney ... ALS

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

2015 WSM Conference

Thank You! [email protected]

https://www.facebook.com/PeiyiWangPYW

Environmental Social Marketing Resources from Tools of Change2013.wsmconference.co.uk/2011/downloads/11S3S6 Jay Kassirer.pdf · Landmark Case Studies. Highlights Webinar • Video

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