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Purpose: This paper aims to expose the inadequacy of social marketing to tackle complex social problems, while proposing an expansion in the discipline' conceptual repertoire. The goal is to incorporate complexity tools, in particular from the system dynamics field, and the promotion of mindware within a true transdisciplinary paradigm. Design/methodology/approach: This paper uses literature review to support the proposed theoretical development. It also presents a short case study. Findings: Most problems that plague our modern societies have a distinctive complex nature that is not amenable to traditional social marketing interventions. Social marketing has simplified the problem of bringing about societal change by thinking that upstream social actors can be influenced in the same way as downstream individuals. This paper shows that this is not the case while proposing a framework to close this gap. Research limitations/implications: The proposed framework is a theoretical one. It depends on further refinements and actual application to wicked problems. Practical implications: Complex social problems – or wicked problems – remain widespread in modern societies. Moreover, they are getting worse over time. The paper presents a proposal to redefine the limits of the social marketing discipline so it can be more useful to tackle such problems. Practical approaches such as measuring the success of mindware in the marketplace of ideas are implied in the proposed framework. Social implications: The increase in complexity of social problems has not been accompanied by an evolution in the discipline of social marketing. The lack of proper conceptual tools has prevented the discipline from contributing to tackling these problems effectively. Some interventions may actually worsen the underlying problems, as illustrated in the paper. Originality/value: This paper identifies two major gaps associated with the social marketing discipline, in particular the lack of complexity and systems thinking and the forsaking of ideas (mindware) as a legitimate goal of the discipline. This realization corroborates the claim that boundaries among disciplines are often artificial, hindering the proper understanding of complex social problems. In turn, only the use of adequate conceptual lenses makes it possible to devise interventions and programs that tackle actual causes (instead of symptoms) of complex social problems. [ABSTRACT FROM AUTHOR]

Purpose The purpose of this paper is the development of a framework to address complex social problems. The paper proposes an integrative framework inspired in complexity sciences, using it to explain the demise of cigarettes in recent decades.Design/methodology/approach The paper uses the method of system dynamics to represent the complexity inherent in most social ecosystems where social marketers operate.Findings The framework identifies the major determinants of complex problems in social ecosystems, giving emphasis to the role performed by endogenous social structures. The paper presents the results of a simulation replicating the evolution of perceived attractiveness of cigarettes in recent decades, highlighting the role of the Surgeon General's 1964 report in the USA as a catalyst force that accelerated the process of change.Research limitations/implications The limitations derive from the use of the system dynamics method, in particular the high level of aggregation of variables. Implications include the potential for increased cross-fertilization between social marketing and other disciplines concerned with social change.Practical implications The eight elements that compose the proposed framework can be identified or applied to any social ecosystem, helping in the identification of points with high leverage for social change.Social implications Proper understanding of how complex social problems arise is vital to increase the odds of success of social marketing interventions. The paper also highlights common threads in the development of problems in different social ecosystems.Originality/value The paper presents a novel framework for addressing the complexity inherent to the social ecosystems where social marketers operate. [ABSTRACT FROM AUTHOR]

Purpose -- The purpose of this paper is to discuss a broader societal trend toward the full realization of human potential and the points of convergence with social marketing. The ultimate goal of social marketing is to increase social good. The paper defines social good in a new light and makes the connection to well-being clearer, proposing an agenda for social marketers and highlighting the opportunities for a better positioning of social marketing in the marketplace of ideas. Design/methodology/approach -- This conceptual paper presents an overview of concepts and evidence on the drivers of human well-being. It also discusses some important questions at a broader societal level, such as the role of money and income on happiness and well-being. It presents the connections between this body of knowledge and social marketing, including a literature review from both fields. Findings -- Eliminating ill-being no longer seems satisfactory from a societal point of view in the current Zeitgeist. Societies have been searching for ways to alleviate illnesses and to increase the well-being of its citizens. Social marketing, as a powerful social technology for behavior change, must be part of this broader movement, achieving a better positioning in the marketplace of ideas. The paper proposes a six-point agenda to reach these goals. Research limitations/implications -- The main theoretical implication is a call for social marketers to see the ultimate goal of the discipline (social good) under a new lens. This requires an update in the conceptual frameworks that orient the discipline. Another implication is the need for better upstream conceptual models in social marketing. Practical implications -- The paper suggest some practical implications, such as the opportunity to expand social marketing to countries that do not use it, the use of well-being drivers as inputs, means and outcomes in social marketing programs, and the role of the discipline in both alleviating poverty and in demarketing efforts. Originality/value -- The paper contributes by taking an outside perspective and a transdisciplinary approach. The fulfillment of human potential demands the attention to different drivers of human behavior and the search for new social solutions. It also requires a clear understanding of the role of factors like money and social connectedness. This paper approaches these questions with answers grounded on the existing evidence while providing some points for the development of social marketing theory and practice. [ABSTRACT FROM AUTHOR]

Purpose -- The purpose of this paper is to bring forth the limitations of some important models of cognition and behavior adopted by social marketers and present important findings from recent lines of research that contribute to a fine-grained understanding of human behavior. Design/methodology/approach -- This is a conceptual paper that presents a review of several theoretical approaches to human cognition and behavior and their implications regarding social marketing campaigns. Findings -- It is concluded that the assumptions underlying traditional models of behavior need to be revised, especially the assumption that human beings are rational decision makers -- the prototypical homo economicus. Behavioral science has revealed that people are far from being rational and are prone to be influenced by myriad factors, some deemed irrelevant under rational models. Social marketing interventions have greater probability of success when they rely on more realistic assumptions of human behavior. Research limitations/implications -- Social marketing needs to embrace the contributions of the several disciplines and lines of research centered on the study of all facets of human behavior, such as behavioral economics and dual-system framework. Practical implications -- The main implications are: the recommendation to assume people are running on their System 1 when they are in contact with social marketing campaigns, the need to consider the interplay of systems and selves over time, the recommended emphasis on place strategies, and the need to avoid cash incentives and silver bullets. Originality/value -- The value of this paper is in contrasting the assumptions of traditional models of cognition and behavior widely used in social marketing with the evidence from several lines of research portraying influences in human behavior not accounted by those models. [ABSTRACT FROM AUTHOR]