Reimagining emotion in social marketing using practice theory

Fiona Spotswood

Reimagining emotion in social marketing using practice theory

Research output: Contribution to conference › Conference Paper › peer-review

Abstract

Social marketers have noted the importance of strategic emotional triggers that are 'critical levers' of behaviour change by increasing levels of commitment to pro-social change. However, emotion is conceptualised in social marketing as a 'component' of decision making. This presentation draws on practice theory concept of teleoaffective structures to reimagine emotion for social marketing as part of the blueprint of practices and not a matter of individualistic decision making. This opens up questions about how to reframe unequal 'access' to the emotions, purposes and goals that practices offer.

Original language	English
Publication status	Accepted/In press - 21 Jun 2022
Event	European Social Marketing Conference - Thessalonki, Thessaloniki, Greece Duration: 23 Jun 2022 → 24 Jun 2022

Conference

Conference	European Social Marketing Conference
Abbreviated title	ESMC
Country/Territory	Greece
City	Thessaloniki
Period	23/06/22 → 24/06/22

Research Groups and Themes

MGMT Marketing and Consumption

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abstract = "Social marketers have noted the importance of strategic emotional triggers that are 'critical levers' of behaviour change by increasing levels of commitment to pro-social change. However, emotion is conceptualised in social marketing as a 'component' of decision making. This presentation draws on practice theory concept of teleoaffective structures to reimagine emotion for social marketing as part of the blueprint of practices and not a matter of individualistic decision making. This opens up questions about how to reframe unequal 'access' to the emotions, purposes and goals that practices offer. ",

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N2 - Social marketers have noted the importance of strategic emotional triggers that are 'critical levers' of behaviour change by increasing levels of commitment to pro-social change. However, emotion is conceptualised in social marketing as a 'component' of decision making. This presentation draws on practice theory concept of teleoaffective structures to reimagine emotion for social marketing as part of the blueprint of practices and not a matter of individualistic decision making. This opens up questions about how to reframe unequal 'access' to the emotions, purposes and goals that practices offer.

AB - Social marketers have noted the importance of strategic emotional triggers that are 'critical levers' of behaviour change by increasing levels of commitment to pro-social change. However, emotion is conceptualised in social marketing as a 'component' of decision making. This presentation draws on practice theory concept of teleoaffective structures to reimagine emotion for social marketing as part of the blueprint of practices and not a matter of individualistic decision making. This opens up questions about how to reframe unequal 'access' to the emotions, purposes and goals that practices offer.

M3 - Conference Paper

T2 - European Social Marketing Conference

Y2 - 23 June 2022 through 24 June 2022

ER -

Reimagining emotion in social marketing using practice theory

Abstract

Conference

Research Groups and Themes

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