Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Direct marketing wikipedia , lookup
Social media marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Advertising campaign wikipedia , lookup
Youth marketing wikipedia , lookup
Social commerce wikipedia , lookup
Multicultural marketing wikipedia , lookup
Viral marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Global marketing wikipedia , lookup
Regulatory Reform: Incorporating Social and Behavioral Science Principles into Law and Regulation Purpose: to introduce our research towards a scientific behavioural theory of law J.C. Becker, A.E. Luloff and J.C. Finley The Pennsylvania State University University Park, PA, USA P.V. Martin and A.L. Kennedy The University of New England, Armidale, NSW, Australia • Regulation is one instrument which may help to achieve behavioural shifts towards sustainability. • Regulation is subject to criticism for insufficient behavioural effectiveness and excessive economic cost. • A scientific ‘continuous improvement’ of regulation is not possible without a clear theory on which to base empirical learning. • Aspects of compliance are studied by behavioral economists, sociologists, psychologists, educators, political scientists, and lawyers… • ..but there is no specific behavioural theory of environmental law upon which to base behavioural science investigation to improve regulation. Some perspectives on compliance • Law – Regulatory theory (rational actors) – Deviance vs conformity (criminality/aberrance) • Social psychology – Social conflict, power, influence, persuasion • Political science – Regulation as a social contract • Sociology – Systems approaches • Economics – Rational actor, balance of incentives + uncertainty • Social marketing – Functional marketing support for the legal instrument Perspectives from social marketing • Marketing is a functional polyglot, embedding subtheories drawn from behavioural research, systems thinking and pragmatic integration. • Social marketing is a specific version, with a defined ‘toolkit’ and a body of documented empirical studies. – – – – Communication approach Commitment approach Decision and implementation supports. Demonstrated application to regulatory implementation. • The potential to marry regulation and social marketing to begin to frame a theory. The proposed experiment Research question: How can social marketing potentiate, or replace, a regulated pricing intervention? Experiment: • US rural communities, socio-demographic variables • Property owners who use water resources under unmetered/ priced conditions • Introduce metering with/without social marketing • 4 quadrant design + demographic variables The empirical evaluation 4 quadrant states 1. No regulatory intervention; 2. Unsupported regulatory intervention; 3. Regulatory intervention supported by social marketing and 4. Social marketing unsupported by regulation Evaluation • Stand-alone and combined effects of intervention types • Demographic variable impacts on different interventions Implications: A theory of when and how (social) marketing can improve regulatory (pricing) strategies The independent variables to be evaluated What next? • Proposed trans-disciplinary collaboration to create the integrated basis for a behavioural theory of environmental law • Essential for doctrinal perspective to be subordinated to (but still inform) other disciplinary perspectives on doctrine and institutions • Development of a more radical perspective to help law to meet the increasing demands upon it