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A Further Development in Social Marketing

Application of the MOA Framework and Behavioral Implications

Victoria University, AustraliaWayne.Binney{at}vu.edu.au

John Hall

Victoria University, AustraliaJohn.Hall{at}vu.edu.au

Mike Shaw

Lynx Research Group Pty Ltd., Australialynxgroup{at}compuserve.com

This social marketing study discusses the application of Rothschild’s MOA framework (Motivation, Opportunity, and Ability) in a land-use management context. The authors hypothesize that landholders with higher levels of MOA are positively associated with behavior that would result in the effective control of a vertebrate pest (the European rabbit). A random sample of 566 land managers in southeastern Australia was obtained. The development of scales associated with this study were the result of intensive qualitative research, including focus groups, in-depth interviews, and a thorough review of secondary resources. The scales were developed through a factor analytic process and were piloted and pre-tested before being used.

From the study it is ascertained that about one-third of land managers fall into the highest level of effective behavior, and for the remainder, social marketing interventions, using marketing, education, and the law, could be applied to changebehavior. The study provides evidence that Rothschild’s theoretical MOA framework can be applied to a social market and thus provides guidance on the types of interventions that may be effective in altering behavior. The MOA framework also provides a mechanism for segmentation that can be used to describe various markets and gives direction to the interventions that may be effective in altering behavior.

Key Words: MOA framework • social marketing • theory application

Marketing Theory, Vol. 3, No. 3, 387-403 (2003)
DOI: 10.1177/147059310333001


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