The nature and influence of motivation within the MOA framework: implications for social marketing

Social marketers acknowledge that to achieve optimum programme outcomes, identification and targeting of the non-conforming cohort is paramount. This article discusses the application of the social marketing framework, motivation, opportunity and ability (MOA) with a particular focus on the motivation aspect of the model. Motivation is considered from the perspectives of intrinsic and extrinsic motivation. Previously, the degree or level of motivation has been used in the operationalisation of the motivation construct, while in this paper the type of motivation is used as the basis for the construct. The construct is then applied to an environmental land management study, namely a rabbit control programme. Specifically, the aims of this paper were to further develop the MOA constructs, with a particular focus on motivation, including intrinsic and extrinsic motivation, to develop an understanding of the factors that are associated with ineffective behaviour and to develop a model to predict effective/ineffective control behaviour. Scales were developed to enable a study of the relationship between the MOA constructs, including intrinsic and extrinsic motivation, and the respondents control behaviour. Data were collected from a random sample of 566 respondents who were involved in the control programme. Using ANOVA and MANOVA techniques, significant differences were found between those landholders that exhibited effective control and ineffective control with regard to all MOA constructs. A multinomial logit (MNL) regression model was then developed to predict behaviour. This model showed that ability and intrinsic motivation were significant predictors of behaviour. The estimated model was able to predict recalcitrant landholders with 98% accuracy. The results of this study therefore provide a significant contribution to social marketing as it is the recalcitrant cohort that social marketers wish to understand and whose behaviour they frequently attempt to rectify in order to achieve stated social and/or environmental objectives. The implications for related social market theory, policy development and environmental management programmes are discussed. Copyright © 2006 John Wiley & Sons, Ltd.

[1]  A. Bandura.  Self-Efficacy: The Exercise of Control , 1997, Journal of Cognitive Psychotherapy.

[2]  Richard Lefebvre,et al.  Theories and models in social marketing , 2000 .

[3]  Stuart W. Cook,et al.  Approaches to Encouraging Conservation Behavior: A Review and Conceptual Framework , 1981 .

[4]  S. Macstravic.  The Missing Links in Social Marketing , 2000, Journal of health communication.

[5]  J. Altman,et al.  Toward a stakeholder-based policy process: An application of the social marketing perspective to environmental policy development , 1994 .

[6]  Abbas Tashakkori,et al.  Mixed Methodology: Combining Qualitative and Quantitative Approaches , 1998 .

[7]  John P. Elder,et al.  Behavior Change and Public Health in the Developing World , 2000 .

[8]  John Shenot,et al.  Promoting Source Reduction Behavior , 1993 .

[9]  E. Scott Geller,et al.  Applied Behavior Analysis and Social Marketing: An Integration for Environmental Preservation , 1989 .

[10]  Barry J. Zimmerman,et al.  Effects of model persistence and statements of confidence on children's self-efficacy and problem solving. , 1981 .

[11]  Richard D. Horan,et al.  Policy objectives and economic incentives for controlling agricultural sources of nonpoint pollution , 1999 .

[12]  G. Zaltman,et al.  Social marketing: an approach to planned social change. , 1971 .

[13]  P. Bloom,et al.  Problems and Challenges in Social Marketing , 1981, Journal of marketing.

[14]  Alan R. Andreasen,et al.  Marketing Social Marketing in the Social Change Marketplace , 2002 .

[15]  R. Decharms.  Personal causation : the internal affective determinants of behavior , 1968 .

[16]  E. Deci,et al.  The "What" and "Why" of Goal Pursuits: Human Needs and the Self-Determination of Behavior , 2000 .

[17]  R. Dholakia,et al.  Social Marketing and Development , 2001 .

[18]  J. Beedell,et al.  Explaining farmers' conservation behaviour : Why do farmers behave the way they do? , 1999 .

[19]  Kennon M. Sheldon,et al.  Promoting internalized motivation for environmentally responsible behavior: A prospective study of environmental goals , 2003 .

[20]  Edward L. Deci,et al.  Intrinsic Motivation and Self-Determination in Human Behavior , 1975, Perspectives in Social Psychology.

[21]  M. Rothschild.  Carrots, Sticks, and Promises: A Conceptual Framework for the Management of Public Health and Social Issue Behaviors , 1999 .

[22]  Gerard Hastings,et al.  Relational Paradigms in Social Marketing , 2003 .

[23]  L. J. Shrum,et al.  The Influence of Individualism, Collectivism, and Locus of Control on Environmental Beliefs and Behavior , 2001 .

[24]  Book Review: Intrinsic Motivation, Extrinsic Rewards, and Divergent Views of Reality , 2003 .

[25]  R. Mcdermott,et al.  Community-Based Prevention Marketing: The Next Steps in Disseminating Behavior Change , 2000 .

[26]  E. Deci,et al.  Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. , 2000, The American psychologist.

[27]  L. Pelletier,et al.  Predicting Environmental Behaviors: The Influence of Self-Determined Motivation and Information About Perceived Environmental Health Risks1 , 1999 .

[28]  Victor Corral-Verdugo,et al.  DUAL ‘REALITIES’ OF CONSERVATION BEHAVIOR: SELF-REPORTS VS OBSERVATIONS OF RE-USE AND RECYCLING BEHAVIOR , 1997 .

[29]  M. Shaw,et al.  A Further Development in Social Marketing , 2003 .

[30]  Rik Pieters,et al.  Changing Garbage Disposal Patterns of Consumers: Motivation, Ability, and Performance , 1991 .

[31]  Joanne Vining,et al.  What Makes a Recycler? , 1990 .

[32]  Philip Kotler,et al.  Social Marketing: Improving the Quality of Life (2nd Edition) , 2003 .

[33]  S. Bamberg.  How does environmental concern influence specific environmentally related behaviors? A new answer to an old question , 2003 .

[34]  Peter Tucker,et al.  Attitudes and Behavioural Change in Household Waste Management Behaviours , 2003 .

[35]  Frank C. Leeming,et al.  Critical Review of Behavioral Interventions to Preserve the Environment , 1993 .

[36]  Raymond De Young,et al.  New Ways to Promote Proenvironmental Behavior: Expanding and Evaluating Motives for Environmentally Responsible Behavior , 2000 .

[37]  Raymond De Young,et al.  Encouraging Environmentally Appropriate Behavior: The Role of Intrinsic Motivation , 1985 .

[38]  D. Pannell.  Dryland salinity: economic, scientific, social and policy dimensions , 2001 .

[39]  Bernard J. Jaworski,et al.  Enhancing and Measuring Consumers’ Motivation, Opportunity, and Ability to Process Brand Information from Ads , 1991 .

[40]  Raymond De Young,et al.  Some Psychological Aspects of RecyclingThe Structure of Conservation - Satisfactions , 1986 .