application of the social marketing model to unemployment counseling: a theoretical perspective

A. R. Andreasen's (1995) social marketing model (SMM) is applied to structure feedback counseling for individuals who are unemployed. The authors discuss techniques used in commercial marketing and how they are equally applicable to solving societal problems; SMM and its application to social interventions; and structured feedback that moves a person from contemplating change to sustained behavioral modification, which can facilitate attitudinal and behavioral change. The relationship of SMM to motivational theories that support the potential of SMM for unemployment counseling is also discussed. The article concludes with a review of the integration of SMM by the New Zealand Employment Service.