Tools- of Changes

Applying the Anger Activism Model

The Anger Activism Model (AAM) can be used for segmentation. People with high anger and strong efficacy (i.e. 'activists') are more likely to engage in information seeking and are more accurate and defense-motivated when examining information. Further, they are more likely to engage in both low and high commitment behaviors to change policy.

"Many SM campaigns in the domains of health, environment and safety (etc.) ultimately aim to motivate the target audience to act, but rarely is it the case that they attempt to propel social activism for the purpose of upstream change." Yet making substantial progress often equires a combination of individual behavior change campaigns and policy changes. This research focused on vaccination messaging, but its findings are applicable to a wide range of social marketing efforts.