Abstract
Marketing regulations and codes of conduct require that all claims conveyed by a campaign should be truthful. Although social marketing may convey all types of claims (factual, emotional, symbolic, behavioural) the commitment to behavioural change puts special emphasis on understanding how to evaluate the truthfulness of behavioural claims. This paper provides a framework for the evaluation of truthfulness of behavioural claims in social marketing. First, we introduce the correspondence, coherence and pragmatic theories of truth. We then test three examples against the theories, demonstrating how social marketing campaigns may fail to meet the requirements of truthfulness. Finally, we introduce the idea of truth equilibrium, suggesting conditions under which it is justified to execute a campaign that fails on one truth dimension.
| Original language | English |
|---|---|
| Title of host publication | World Social Marketing Conference 2015 |
| Subtitle of host publication | Proceedings Book |
| Publisher | World Social Marketing |
| Publication status | Published - 10 Aug 2015 |
| Event | 2015 World Social Marketing Conference - Rydges World Square Hotel, Sydney, Australia Duration: 19 Apr 2015 → 22 Apr 2015 https://issuu.com/worldsocialmarketingconference/docs/fuse-events-australia-programme_web |
Conference
| Conference | 2015 World Social Marketing Conference |
|---|---|
| Country/Territory | Australia |
| City | Sydney |
| Period | 19/04/15 → 22/04/15 |
| Internet address |