Two converging paths: behavioural sciences and social marketing for better policies

What is it about?

Social marketing and behavioural sciences have long contributed to informing policy-making. This paper (1) first shows what both disciplines have in common and where they diverge and (2) then attempts to demonstrate how a more systematic inclusion of social marketing principles and methods within the application of behavioural sciences to policy can help designing, selecting and evaluating better public policies.

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Why is it important?

As the application of behavioural sciences to policy is currently gaining a lot of attention, this discipline needs to more explicitly acknowledge and leverage the principles and methods of social marketing to reach its full potential and to address some of the issues it recurrently faces.