Social marketing is an approach used to encourage behavior change among a specific target audience. Social marketing offers a number of tools, and Extension programming that targets behavior change could improve outcomes by incorporating the commitment tool. Commitment has been effective in natural resources campaigns that encourage sustainable behavior change. This article discusses the concept of commitment and different ways that this social marketing strategy can be used to promote behavior change through Extension programming.
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Martin, E., & Warner, L. A. (2015). Using Commitment as a Tool to Promote Behavior Change in Extension Programming. The Journal of Extension, 53(4), Article 32. https://doi.org/10.34068/joe.53.04.32