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Marketing Theory, Vol. 3, No. 4, 411-426 (2003)
DOI: 10.1177/1470593103042006

The Community Readiness Model: A Complementary Approach to Social Marketing

Kathleen J. Kelly

Colorado State University, USAkkelly{at}lamar.colostate.edu

Ruth W. Edwards

Colorado State University, USAredwards{at}lamar.colostate.edu

Maria Leonora G. Comello

Colorado State University, USAncomello{at}lamar.colostate.edu

Barbara A. Plested

Colorado State University, USAbplested{at}aol.com

Pamela Jumper Thurman

Colorado State University, USApjthurman{at}aol.com

Michael D. Slater

Colorado State University, USAmichael.slater{at}colostate.edu

The Community Readiness Model is a theory-based model that is strategic in nature. It is designed both to assess and to build a community’s capacity to take action on social issues. It partners well with social marketing research by providing a framework for assessing the social contexts in which individual behaviour takes place and by measuring changes in readiness related to community-wide efforts. This article describes the theoretical roots of the model and describes how the model can be used as a tool for formative research, programme evaluation and as a catalyst for community mobilisation.

Key Words: social marketing • community readiness • stages of readiness • community-based prevention • programme development • evaluation • community needs assessment


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[Abstract] [PDF]