Social marketing - using standard marketing to bring about social change. Affecting people's voluntary behavior that will benefit them or society as a whole.
Three stages of this:
1. pro-social behavior (1976) Bar-tal - without any external reward yet still doing something to help the greater good.
---I. altruism - doing something just for the sake of being good
---II. restitution either reciprocal (doing it with intention of getting something back) or compensatory (compensating someone else who has helped you)
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