Applied Behavior Analysis and Social Marketing: An Integration for Environmental Preservation

Geller, E. S. (1989). Applied behavior analysis and social marketing: An integration for environmental preservation. Journal of Social Issues, 45, 1, 17-36.

Basic principles of applied behavior analysis and social marketing are reviewed with reference to the development of action plans to protect the environment. Behavior-change procedures that have targeted environmental preservation are categorized as antecedent interventions (e.g., education, prompting, modeling, goal setting and commitment) or consequence procedures (i.e., reinforcement and punishment). Although past behavior analysis research has demonstrated environmental benefits from applying certain behavior-change interventions, those studies were small-scale and short-lived. An integrative model of applied behavior analysis and social marketing is offered as a potential approach to large-scale and long-term intervention for environmental protection.

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