Carrots, Sticks, and Promises: A Conceptual Framework for the Management of Public Health and Social Issue Behaviors

1999/10/01 by Michael Rothschild, Michael L. Rothschild · 605 citations
Business, Management and Accounting · Psychology · Social Sciences · #Behavioral Health and Interventions #Business #Competition (biology) #Computer science #Conceptual framework #Conceptual model #Consumer Behavior in Brand Consumption and Identification #Digital Marketing and Social Media #Economics #Externality #Marketing #Microeconomics #Political science #Public relations #Social marketing #Social science #Sociology

paper · doi:10.1177/002224299906300404

published in Journal of Marketing 63(4), 24-37 (SAGE Publishing)

openalex publication_date 1999/10/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/28

Abstract

The author presents a framework that considers public health and social issue behaviors and is based on self-interest, exchange, competition, free choice, and externalities. Targets that are prone, resistant, or unable to respond to the manager's goal behave on the basis of their motivation, opportunity, and ability and on a manager's use of the strategies and tactics inherent in education, marketing, and law.

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