Social marketing theory measurement precision: a theory of planned behaviour illustration

Purpose – In response to calls for theory use and a more reflexive turn in social marketing, this paper aims to on previously executed studies. In line with dominant social marketing downstream-focussed practice, explanatory power of a commonly used theory, namely, the theory of planned behaviour (TPB), was examined across three different contexts and critically assessed to guide future research practice./methodology/approach – TPB measures were drawn from prior studies, and inconsistent item across contexts was observed. Quantitative studies involving from 876 to 3,191 respondents underpin this. Each study focussed on a different behaviour, namely, walking to and from school, binge drinking and fruits and vegetables into lunchboxes. Hierarchical multiple linear regressions were used for data. – Item use was mixed, construct reliability was not consistent and consequent findings indicated TPB explained walking to and from school and binge drinking, but it did not explain packing fruits and into lunchboxes./value – Theory use is recommended to enhance intervention outcomes. However, theory remains scarce in social marketing. Moreover, when theory is used, consistent measures are not used; are removed from constructs to obtain model fit and constructs used within the theory differ. The current draws from three studies, all of which applied TPB to explain behaviours. Mixed outcomes were observed the same analytical process was applied using the available measures and constructs. Close investigation the measures used across the three studies highlights one explanation for mixed findings. In the absence consistent application of the theory, drawing definitive conclusions about a theory’s effectiveness is premature. application of theoretical constructs is needed to deliver theoretically derived understanding.