Motivating intention to take action on behalf of an out-group: implications for the use of advocacy messages in social marketing strategies

Summers, Jane and Summers, Jessica (2017) Motivating intention to take action on behalf of an out-group: implications for the use of advocacy messages in social marketing strategies. Journal of Marketing Management, 33 (11-12). pp. 973-1002. ISSN 0267-257X

Abstract

In psychological research, the Social Identity Theory has been used to explain people’s motivation to take action in support of causes predominantly with a focus on in-group action. This study takes up the call to extend the limited attention given to intent-to-act on behalf of an out-group. Our research investigates support for the legalisation of medical marijuana (an out-group) and concludes that message structure is critical to increasing the likelihood of intent-to-act in support of an out-group. Specifically, we show that messages delivered from a legitimate advocate for the issue will generate empathy towards those affected and anger towards the perceived injustice, motivating intent to take action. Social marketers, charged with engaging communities to support programmes targeted at disadvantaged minority groups within the population, will benefit from the results of this research.


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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty / Department / School: Current - Faculty of Business, Education, Law and Arts - School of Management and Enterprise
Date Deposited: 19 Oct 2017 05:09
Last Modified: 19 Oct 2017 05:09
Uncontrolled Keywords: Social marketing; collective action; social identity; empathy; group-based anger; medical marijuana
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150506 Marketing Theory
Identification Number or DOI: 10.1080/0267257X.2017.1311933
URI: http://eprints.usq.edu.au/id/eprint/31264

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