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.

Creative Commons License

Creative Commons Attribution-Noncommercial 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.



To view the content in your browser, please download Adobe Reader or, alternately,
you may Download the file to your hard drive.

NOTE: The latest versions of Adobe Reader do not support viewing PDF files within Firefox on Mac OS and if you are using a modern (Intel) Mac, there is no official plugin for viewing PDF files within the browser window.