A Functional Perspective on Social Marketing: Insights from Israel's Bicycle Helmet Campaign

Abstract

This article examines the functional approach to attitudes for its potential contribution to improving models of attitude-behavior consistency and to demonstrate its potential application to social marketing. To this end, a study of children's attitudes toward bicycle helmets is reported on and its results examined. The study was undertaken to plan Israel's first-ever media campaign to encourage the use of helmets by children. Responses of the 783 Israeli children (ages 7 to 14 years) who participated in the study are analyzed to test the hypothesis generated by this application of functional theory-that children's attitudes toward wearing bicycle helmets serve primarily an expressive function. The results suggest cautious support for the functional hypothesis. In conclusion, possible extensions of this approach to other areas of social marketing are discussed.