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Conservation Education and Outreach Techniques$
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Susan K. Jacobson, Mallory D. McDuff, and Martha C. Monroe

Print publication date: 2006

Print ISBN-13: 9780198567714

Published to Oxford Scholarship Online: September 2007

DOI: 10.1093/acprof:oso/9780198567714.001.0001

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Marketing conservation

Marketing conservation

(p.301) 9 Marketing conservation
Conservation Education and Outreach Techniques

Susan K. Jacobson

Mallory D. McDuff (Contributor Webpage)

Martha C. Monroe

Oxford University Press

This chapter reviews a number of marketing techniques that can help increase conservation-related behavior. Modeling, commitment, incentives, and feedback can be designed into a program to make a new behavior attractive, to build a social norm to favor the new behavior, and to generate a feeling of success. Signs, billboards, advertisements, press releases, and other techniques provide information and memory prompts for a target audience. Campaigns can include persuasive elements and strategies to build public support for change. Working with local leaders to identify behaviors and consider the incentives and motives that support or deter each behavior helps educators choose the most strategic behavior initially, and then design an effective combination of techniques. This chapter provides many examples of how a variety of techniques have been used and evaluated to achieve behavior change.

Keywords:   social marketing, behavior change, media campaign, persuasion, publicity, outreach, incentive, prompt, feedback, commitment

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