Motivating intention to take action on behalf of an out-group: implications for the use of advocacy messages in social marketing strategies

ABSTRACT

In psychological research, the Social Identity Theory has been used to explain people’s motivation to take action in support of causes predominantly with a focus on in-group action. This study takes up the call to extend the limited attention given to intent-to-act on behalf of an out-group. Our research investigates support for the legalisation of medical marijuana (an out-group) and concludes that message structure is critical to increasing the likelihood of intent-to-act in support of an out-group. Specifically, we show that messages delivered from a legitimate advocate for the issue will generate empathy towards those affected and anger towards the perceived injustice, motivating intent to take action. Social marketers, charged with engaging communities to support programmes targeted at disadvantaged minority groups within the population, will benefit from the results of this research.

KEYWORDS:

• Social marketing
• collective action
• social identity
• empathy
• group-based anger
• medical marijuana

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

1. As a gauge we considered the proportion of US citizens reported to be legally able to use marijuana for medical purposes (0.81% of the population) (ProCon.Org, 2016) and then applied this to the Australian population (24.27 million) (Australian Bureau of Statistics [ABS], 2016). Then the number of Australians who may be eligible to use medical marijuana would be less than 200,000 people.

2. The aim of Medical Cannabis Australia (MCA) is to promote the health and wellness benefits of cannabis and maintaining good health in humans and that only those with Multiple Sclerosis (MS), cancer, HIV and epilepsy would be counted in this number.

3. SONA is a university system open to all students that lists current research projects and students are invited to participate in surveys to gain credit for their degree.

4. This option was available for undergraduate psychology students only.

Additional information

Notes on contributors

Jane Summers

Jane Summers is an Associate Professor in Marketing at USQ and MBA Director. Her research interests are in Consumer Psychology and leisure.

Jessica Summers

Jessica Summers is a Bachelor of Psychology Honors graduate currently working in the surveys and planning department at Griffith University.  Jessica is about to commence her PhD building on her honours research in the area of community engagement.