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 individuals 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. [...]
[...] Examples of marketing of social problems are: the reduction of poverty; the provision of good health care; education and training; the reduction of pollution and the protection of environments (Lazer, Kelley, 1973) The in Social Marketing: An Introduction After understanding the customers‘ beliefs, problems, behaviors and concerns the focus should be on the establishment of clear objectives and goals to know how to solve which social problem (Kotler, Roberto, Lee, 2002). To be successful in reaching the desired goals, business marketers normally use the to influence target markets. [...]
[...] In section 3.1 the general idea of social marketing will become clear and there will be given an explanation of the some marketing principles: the (product, price, place, promotion, partnership, process, policy). Section 3.2 will be in the light of the effectiveness of social marketing. The chapter will be ended by section 3.3 by discussing the importance of designing effective campaigns and how policy makers benefit by knowing how to enhance individuals‘ self-regulation ability What is Social Marketing? Every country in the world gets confronted with social problems (Andreasen, 1995). [...]
[...] The chapter will end with section which draws a conclusion from what is done Framework and Hypotheses The problem statement, can social marketing have a positive contribution to improve individual self-regulation strength?“, is the starting point for the making of the conceptual framework. In chapter two was found that 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). [...]
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