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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
DOI: 10.2307/1251972
Stable URL: http://www.jstor.org/stable/1251972
Page Count: 14
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Carrots, Sticks, and Promises: A Conceptual Framework for the Management of Public Health and Social Issue Behaviors
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Abstract

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.

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