You are not currently logged in.
Access your personal account or get JSTOR access through your library or other institution:
If You Use a Screen ReaderThis content is available through Read Online (Free) program, which relies on page scans. Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Carrots, Sticks, and Promises: A Conceptual Framework for the Management of Public Health and Social Issue Behaviors
Michael L. Rothschild
Journal of Marketing
Vol. 63, No. 4 (Oct., 1999), pp. 24-37
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/1251972
Page Count: 14
Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Preview not available
The author presents a framework that considers public health and social issue behaviors and is based on self-interest, exchange, competition, free choice, and externalities. Targets that are prone, resistant, or unable to respond to the manager's goal behave on the basis of their motivation, opportunity, and ability and on a manager's use of the strategies and tactics inherent in education, marketing, and law.
Journal of Marketing © 1999 American Marketing Association