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Social Marketing & Self-Regulation: The Perfect Match for a Good Working World (?) The Contribution of Social Marketing to Self-Regulation Strength

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  1. Individual Self-Regulation Strength and Influencing Factors
    1. Self-Regulation
    2. Self-Regulation Strength
    3. Factors Influencing Self-Regulation Strength
  2. Social Marketing
    1. What is Social Marketing?
    2. The Effectiveness of Social Marketing
    3. The Importance of Effective Campaigns and Benefits for Policy Makers
  3. Conceptual Framework
    1. Framework and Hypotheses
  4. Conclusion
  5. References

Self-regulation and the ability to make people self-regulate themselves 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 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 leads to the influence of business in a direct way by working too slowly or being unfriendly to customers. These behaviors may influence profits and sales. The ability to self-regulation is a main aspect in the behavior of people. To be able
to obtain a goal, not only at a workplace, but also in life in general, people have to be able to self-regulate (Bandura, 1977).
Self-regulation appears to be central to effective functioning in a number of ways: in impulse control, time management, and coping with emotions or stress (Murtagh, Todd, 2004). Many clinical conditions, such as anxiety, depression, or attention-deficit/hyperactivity disorder, may be viewed as limiting and restricting the individual?s ability to self-regulate and cope with everyday challenges and stress. Clarifying the nature of this active self has implications
at both personal and societal levels (Murtagh, Todd, 2004). This makes clear that self- regulation is an important aspect in society and failure of it can be the source of many problems.
To understand what moves people and why they regulate themselves in a certain way, it is important to know which factors influence behaviors, attitudes and ideas (Baumeister, Heatherton, Tice, 1994). From there on it will be possible to guide the self-regulation process,
to understand individuals and to make society as a whole develop in the right direction, without the enormous costs of self-regulation failure (Schmeichel, Baumeister, 2004).
People in the third world suffering from AIDS can be seen as a form of self-regulation failure which influences society as a whole and which therefore brings about high costs (Hunter,
2003). Although the AIDS problem is quite under control in the Western world, it is still a dramatic epidemic in sub-Saharan countries.

[...] This means that a person should benefit from his or her behavior in the short run as well as in the long run Self-Regulation Strength Self-regulation strength refers to the internal resources that are available to inhibit, override, or alter responses that may arise as a result of physiological processes, habit, learning, or the press of the situation (Baumeister, Schmeichel, 2004). This strength is useful when dealing with emotions, impulse controls, active choice making, switching tasks, and solving complex problems. [...]

[...] Tice (1998), Depletion: Is the Active Self a Limited Resource??, Journal of Personality and Social Psychology, 1252-1265. Baumeister, Roy F., (2002), ?Yielding to Temptation: Self- Control Failure, Impulsive Purchasing, and Consumer Behavior?, Journal of Consumer Research, 670- 677. Baumeister, Roy F., Todd F. Heatherton, and Dianne M. Tice (1994), Losing control, how and why people fail at self-regulation, California: Academic Press, Inc. Brehm, J., and E. Self (1989), Intensity of Motivation?, Annual Review of Psychology 109-131. Brenkert, George G. (2002), ?Ethical Challenges of Social Marketing?, Journal of Public Policy & Marketing 14-25. [...]

[...] The and in particular the ?social are important for social marketing, because the main purpose of social marketing is to change behaviors and therefore to improve individual self-regulation strength (Kotler et al., 2002). Accordingly, it is significant to set up an effective marketing campaign, with the help of the to be able to convince target groups and maintain behavioral change (Andreasen, 1995; Kotler et al., 2002). Since self- regulation failure cost society as a whole a lot of money (Baumeister, Heatherton, Tice, 1994; Baumeister, Schmeichel, 2004), also policy makers may benefit from the implementation of an effective social marketing campaign. [...]

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