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Topic-2: Social Marketing

Article Title Abstract Model
This study aims to examine the value of personal norms in addition to the
Pro-environmental theory of planned behavior (TPB) variables (i.e., attitude toward behavior,
Purchasing Behavior of subjective norm, perceived behavioral control, and behavioral intention) in
explaining consumers’ pro-environmental purchasing behavior. The
Consumers: The Role of hypotheses and model were formulated and tested with structural
Norms equation modeling using the data from 281 consumers who are active
members of a U.S.-based recycling company. Model fit statistics indicate a
October 5, 2016 good fit of empirical data and model structure for pro-environmental
purchasing behavior. The findings suggest that while personal and
subjective norms, attitudes toward behavior, and intention explain
consumers’ pro-environmental purchasing behavior, perceived behavioral
control does not have any power in explaining behavior-related intention.
Policy makers and marketing professionals are advised to adopt various
social and sustainability marketing strategies that focus on communicating
different normative aspects of purchasing decisions to promote pro-
environmental consumer behaviors. The normative concerns covered in
the environmental behavior studies are mostly limited to “subjective
norms” as represented in the TPB, which has been widely adopted in the
behavioral studies. By extending the TPB with “personal norms,” this study
contributes to the better explanation of environmentally relevant purchase
behaviors of consumers.
Classic and social marketing research has described some of the benefits Hypothesis 1: Past social marketing campaigns will report humor as
Strategically Leveraging of using humor. However, while these studies have strongly an effective strategy.
Humor in Social recommended the strategy, little has been reported on why practitioners
have, or could, leverage humor to reach campaign goals. Addressing this Hypothesis 2: Humor will be applied congruently across campaigns
Marketing Campaigns need, the use of humor in 15 social marketing campaigns was with similar targeted
investigated. Three of these campaigns were selected, aiming to promote behaviors.
2019 water-efficient behavior, and examined in greater depth to highlight
findings. Campaign planners were interviewed to understand their choice Hypothesis 3: Social marketing campaigns will have unique
in strategy, objectives of their campaigns, and results achieved. Results applications of humor than conventional
show humor has been leveraged to target a variety of behaviors in the marketing campaigns.
areas of health, social equity, environment, and education. The examples
followed many recommendations within previous research. However,
newly described applications of humor in these campaigns included
minimizing the competing behavior, endearing an audience to the
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messenger, and reducing tensions around a contentious issue. This article

concludes with a discussion of how these applications can be successfully
leveraged and potential associated pitfalls and ethical issues that may
arise from the use of humor.
This study addresses the dearth of literature into drinking moderation and Health Belief Model
Factors Associated With demonstrates the value of a social ecological approach for identifying the
Intention to Moderate influencers of students’ intention to moderate drinking. In doing so, the
study supports a promotion approach over an avoidance approach as a
Drinking Among Student new opportunity for addressing heavy student drinking through social
Drinkers marketing. A quantitative survey is conducted within a sample of university
students (n = 660) in Vietnam where drinking moderation is commonplace.
October 24, 2019 This research context is arguably helpful to discover factors linked to
drinking in moderation, which could inform interventions to reduce
problematic drinking in heavy-drinking cultures. Findings suggest that
there exist multiple levels of influence on students’ intention to moderate
drinking beyond individual factors, which makes drinking moderation a
complex phenomenon. There also exist gender differences in how the
factors affect moderate drinking intention. Females appear to moderate
their drinking through both internal and external control mechanisms, while
males tend to moderate their drinking mainly through internal control.
These findings can be used to develop interventions aimed at fostering
safe and sensible drinking cultures. By taking a comprehensive approach,
the most necessary targets are identified to bring about the desired
change. It is also suggested that the interventions should be tailored to
different gender needs.
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Topic-1: Demography and Its Implications on the Policies.

Article Title Abstract Model
In this study, we examine relationships of unemployment and nonstandard employment with fertility. We Coale and Trussell model of
Unemployment, focus on Japan, a country characterized by a prolonged economic downturn, significant increases in both marital fertility.
Nonstandard unemployment and nonstandard employment, a strong link between marriage and childbearing, and
pronounced gender differences in economic roles and opportunities. Analyses of retrospective employment,
Employment, and marriage, and fertility data for the period 1990–2006 indicate that changing employment circumstances for Coale-McNeil model of marriage.
Fertility: Insights From men are associated with lower levels of marriage, while changes in women’s employment are associated
with higher levels of marital fertility. The latter association outweighs the former, and results of counterfactual
Japan’s “Lost 20 Years” standardization analyses indicate that Japan’s total fertility rate would have been 10 % to 20 % lower than
2 October 2017 the observed rate after 1995 if aggregate- and individual-level employment conditions had remained
unchanged from the 1980s. We discuss the implications of these results in light of ongoing policy efforts to
promote family formation and research on temporal and regional variation in men’s and women’s roles within
the family.
An important factor speculated to affect fertility level is education. Theoretical predictions regarding whether Linear probability model
Causal Impact of Having education increases or decreases fertility are ambiguous. This study analyzes the causal impact of higher
a College Degree on education on fertility using census data administered by Statistics Korea. To account for the endogeneity of
education, this study exploits the Korean higher education reform initiated in 1993 that boosted women’s
Women’s Fertility: likelihood of graduating from college. Based on regression kink designs, we find that having a college degree
Evidence From reduces the likelihood of childbirths by 23 percentage points and the total number of childbirths by 1.3.
Analyses of possible mechanisms show that labor market–related factors are a significant channel driving
Regression Kink Designs the negative effects; female college graduates are more likely to be wage earners and more likely to have
21 March 2019 high-wage occupations.
Since the 1980s, the demographic literature has suggested that maternal schooling plays a key role in Cox proportional hazard model
The Causal Effect of determining children’s chances of survival in low- and middle-income countries; however, few studies have
Maternal Education on successfully identified a causal relationship between maternal education and under-5 mortality. To identify
such a causal effect, we exploited exogenous variation in maternal education induced by schooling reforms
Child Mortality: Evidence introducing universal primary education in the second half of the 1990s in Malawi and Uganda. Using a two-
from a Quasi-Experiment stage residual inclusion approach and combining individual-level data from Demographic and Health
Surveys with district-level data on the intensity of the reform, we tested whether increased maternal
in Malawi and Uganda schooling reduced children’s probability of dying before age 5. In Malawi, for each additional year of maternal
October 7, 2019 education, children have a 10 % lower probability of dying; in Uganda, the odds of dying for children of
women with one additional year of education are 16.6 % lower. We also explored which pathways might
explain this effect of maternal education. The estimates suggest that financial barriers to medical care,
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attitudes toward modern health services, and rejection of domestic violence may play a role. Moreover, being
more educated seems to confer enhanced proximity to a health facility and knowledge about the
transmission of AIDS in Malawi, and wealth and improved personal illness control in Uganda.