Marketing Chair for the Benefit of Society (M2S)

Given the challenges and risks of all kinds that our society faces, social and societal marketing appears to be a possible solution for raising awareness of the seriousness of certain issues, promoting specific actions, and influencing the individual or collective behavior of consumers. However, a renewed vision of marketing must be proposed in order to effectively prevent certain risks and dangers and to promote behaviors that are beneficial to health or the environment.

Thus, through an in-depth review of the available scientific literature as well as research projects developed in the field of social and societal marketing, the chair’s faculty members will provide innovative insights into:

• Modes of action that are more or less effective
• The mechanisms explaining the effects ( or lack thereof) observed in innovative marketing initiatives that benefit society

Whether through the identification and understanding of innovative levers such as “nudges” or by drawing on concepts and theories that are still little known or rarely used in social and societal marketing—such as empowerment, generativity, psychological reactance, framing, psychological distance and levels of representation, mental imagery and mental transportation, cognitive dissonance and the strategy of free choice, infra-humanization, personification, and emotional intelligence—the faculty members and doctoral students of the chair will analyze human behavior and its mechanisms and share their expertise, particularly in the areas of social and prosocial communication. The diagram below summarizes the Chair’s approach