The Concept of Commitment as a Basis for Social Marketing Efforts: Conversion Model as a Case

This article examines how social marketers and researchers can concentrate social marketing efforts around a crucial mechanism in behavior change, the notion of commitment. Citizens are committed to different forms of behavior and the success of social marketing depends upon the ability to change this commitment. This is illustrated in a case study about environmentally sustainable behaviors that is analyzed using a research tool, the Conversion Model™, based on the concept of commitment.