Q. You have talked about social norms impacting the way markets operate. Is this a particularly significant factor 
in India, a traditionally conservative market?
A. Social norms are incredibly powerful in explaining people’s behaviours everywhere, but are slightly more powerful in traditional or socially conservative cultures. But the big difference in traditional cultures is that many people there are not surprised to learn that they are powerful; it is a part of life and they are aware of it. On the other hand, many Western cultures believe in the ideology of people being true to themselves without giving in to peer pressure; they tend to deceive themselves into thinking ‘I will do what I think is right’, which is non-sensible. So I think there is more self-awareness in traditional cultures.
Q. What is the relevance of social marketing to India?
A. There are a lot of efforts on to promote social issues in India, and I think this has huge potential. For a long time, advertising attempted to simply persuade people to change their behaviour. While this method can be effective in some situations, it is often very hard. We now have lots of examples of people finding creative ways to get behaviour to change voluntarily. To be able to do that involves telling others what they should be doing, rather than just communicating a message. Click here to read full Inverview....
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in India, a traditionally conservative market?A. Social norms are incredibly powerful in explaining people’s behaviours everywhere, but are slightly more powerful in traditional or socially conservative cultures. But the big difference in traditional cultures is that many people there are not surprised to learn that they are powerful; it is a part of life and they are aware of it. On the other hand, many Western cultures believe in the ideology of people being true to themselves without giving in to peer pressure; they tend to deceive themselves into thinking ‘I will do what I think is right’, which is non-sensible. So I think there is more self-awareness in traditional cultures.
Q. What is the relevance of social marketing to India?
A. There are a lot of efforts on to promote social issues in India, and I think this has huge potential. For a long time, advertising attempted to simply persuade people to change their behaviour. While this method can be effective in some situations, it is often very hard. We now have lots of examples of people finding creative ways to get behaviour to change voluntarily. To be able to do that involves telling others what they should be doing, rather than just communicating a message. Click here to read full Inverview....
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