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All Outputs (2)

Overcoming the self-image incongruency of non-cyclists (2012)
Journal Article
Leonard, S., Spotswood, F., & Tapp, A. (2012). Overcoming the self-image incongruency of non-cyclists. Journal of Social Marketing, 2(1), 23-36. https://doi.org/10.1108/20426761211203238

Purpose: The image of cyclists has been increasingly recognised as an important factor in social marketing programmes aimed at increasing cycling. The purpose of this paper is to present findings from a multi-stage research project exploring image in... Read More about Overcoming the self-image incongruency of non-cyclists.

Some reasonable but uncomfortable questions about social marketing (2012)
Journal Article
Spotswood, F., French, J., Tapp, A., & Stead, M. (2012). Some reasonable but uncomfortable questions about social marketing. Journal of Social Marketing, 2(3), 163-175. https://doi.org/10.1108/20426761211265168

The purpose of this paper is to explore the scope of social marketing by re-examining some of its core concepts: the balance between the “wants” of individuals with the “needs” of society; the nature of exchange; the inclusion of techniques not expli... Read More about Some reasonable but uncomfortable questions about social marketing.