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Related Concept Videos

Impression Management Techniques III: Aligning Actions01:29

Impression Management Techniques III: Aligning Actions

Aligning actions are communicative strategies individuals employ to maintain social harmony and preserve personal identity in the face of potential disruptions to social norms. These actions are particularly important in managing social impressions when one's behavior might be seen as inappropriate, incompetent, or morally questionable.Types of Aligning ActionsThe three principal types of aligning actions are disclaimers, accounts, and apologies.DisclaimersDisclaimers are preventive; they are...
Persuasion Strategies01:52

Persuasion Strategies

Researchers have tested many persuasion strategies, including the foot-in-the door and the door-in-the-face techniques, in a variety of contexts. Ultimately, the principles are effective in selling products and changing people’s attitude, ideas, and behaviors (Cialdini & Goldstein, 2004).
Routes of Persuasion02:20

Routes of Persuasion

Persuasion is the process of changing our attitude toward something based on some kind of communication. Much of the persuasion we experience comes from outside forces. How do people convince others to change their attitudes, beliefs, and behaviors? What communications do you receive that attempt to persuade you to change your attitudes, beliefs, and behaviors?
Framing Effects03:26

Framing Effects

Information is everywhere and its presentation—such as how and when items are presented—can impact our perceptions and decisions surrounding the info. This broad concept umbrellas framing effects—influences that occur due to the way information is framed in its appearance, whether it’s purely the order or the specific wording of a message. Let’s take a look at numerous ways in which two versions of something can objectively say the same thing, yet we respond in different ways based on the...
Motivational Cycle01:20

Motivational Cycle

The motivational cycle is a key concept that explains how individuals are motivated to meet their needs. At its core, the cycle revolves around four distinct stages: need, drive, goal-directed behavior, and goal achievement. These stages respond to imbalances in the body or mind, prompting actions that restore balance.
The cycle begins with a need. This need can arise from various conditions, such as hunger, thirst, or temperature changes. For instance, when an individual feels cold, their body...
Impression Management Techniques IV: Altercasting01:14

Impression Management Techniques IV: Altercasting

Altercasting is a strategic communication technique in which an individual imposes a specific identity or social role onto another person to influence their behavior and shape the interaction. By presuming a role—such as “responsible leader” or “patient person”—altercasting encourages the target to conform to that identity, often aligning their behavior with the expectations associated with the role. The power of this tactic lies in its subtlety; once a role is assigned, it becomes socially...

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Related Experiment Video

Updated: Jul 5, 2026

Modeling Verbal Behavior Deficits with the Stimulus Control Ratio Equation, SCoRE
06:57

Modeling Verbal Behavior Deficits with the Stimulus Control Ratio Equation, SCoRE

Published on: May 14, 2019

It's what you do! Reflections on the VERB campaign.

Faye L Wong1, Michael Greenwell, Suzanne Gates

  • 1National Center for Chronic Disease Prevention and Health Promotion, CDC, Atlanta, Georgia 30341-3717, USA. fwong@cdc.gov

American Journal of Preventive Medicine
|June 24, 2008
PubMed
Summary

The VERB campaign successfully used social marketing to boost physical activity in tweens. It highlighted key differences between public health and private sector marketing strategies.

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Area of Science:

  • Public Health
  • Social Marketing
  • Health Promotion

Background:

  • The VERB campaign utilized social marketing principles, including paid media, promotions, and partnerships.
  • The campaign targeted children aged 9-13 years (tweens) to increase physical activity.
  • VERB staff gained experience applying commercial marketing techniques to public health.

Discussion:

  • The article details the implementation of marketing, partnership, and evaluation strategies.
  • It addresses the challenges and successes of reaching a tween audience.
  • Fundamental differences between public health and private sector marketing were identified.

Key Insights:

  • Social marketing can be effectively applied to public health issues like childhood obesity.
  • Collaboration and strategic media use are crucial for campaign success.
  • Understanding the nuances of marketing to specific demographics is essential.

Outlook:

  • Future public health campaigns can leverage these insights for greater impact.
  • Further research into adapting commercial marketing for public health is warranted.
  • Continued evaluation of social marketing interventions is recommended.