A number of marketing techniques can help increase conservation-related behavior if they specifically target a behavior or action and help people overcome the barriers that prevent these actions. Sometimes people need information, awareness, and reminders. Signs, billboards, advertisements, press releases, and prompts help people learn and remember information; however, these are rarely sufficient to support a new behavior. Audience assessment enables educators to use community-based social marketing strategies effectively. Techniques involving the use of feedback and demonstrations or models help people realize whether this behavior has become a norm in their community. Incentives and disincentives can help launch a new behavior, and asking for a commitment can help sustain them. Working with local leaders to identify behaviors and consider the barriers that deter each behavior helps educators choose the most effective combination of techniques. This chapter provides many examples of how a variety of techniques have been used and evaluated to motivate behavior change.
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