L’utilisation des techniques marketing a profondément changé les liens entre donateurs et associations. Cette thèse se propose d’expliquer les comportements de résistance par l’influence de l’intrusion perçue des sollicitations des associations lors des campagnes de collecte de fonds. Une revue de la littérature et deux études empiriques ont été conduites. La première étude est de nature qualitative. L’intrusion perçue des sollicitations de don d’argent est explorée grâce à une analyse thématique de 18 entretiens semi-directifs. Trois formes de sollicitation perçues comme intrusives sont mises en évidence : les sollicitations par téléphone, à domicile et dans la rue. Une deuxième étude, quantitative, a été conduite auprès de 1137 individus. Les résultats montrent une influence positive de l’intrusion perçue de ces sollicitations sur le comportement de résistance. L’étude démontre aussi que la sollicitation par téléphone est perçue comme la plus intrusive. Aussi, trois profils se distinguent : les compréhensifs, les indépendants, les résistants. Seul le premier groupe semble ne pas percevoir l’intrusion lors des sollicitations téléphoniques. Cette recherche apporte des contributions à la littérature sur la résistance du consommateur (marketing marchand) et le comportement de don (marketing social). Sur le plan managérial, cette étude lève le doute sur le lien entre intrusion perçue et résistance aux sollicitations, et aide ainsi les associations à s’orienter vers des pratiques diminuant l’intrusion perçue. / The use of marketing techniques has had a strong impact on the relationship between donors and associations. This thesis aims to explain the resistance behavior resulting from the perceived intrusion of associations' solicitations during fundraising campaigns. A review of the literature and two empirical studies have been conducted. The qualitative study explores the perceived intrusion of donation solicitations through a thematic analysis of 18 semi-directive interviews. Three forms of perceived intrusive solicitation are highlighted: solicitations by telephone, at home and in the street. A second quantitative study has been conducted with a sample of 1137 individuals. The results show a clear positive influence of the perceived intrusive solicitation on the resistance behavior. The study also reveals that solicitation by telephone is perceived as the most intrusive. Furthermore, three profiles emerge: the comprehensive, the independent and the resistant individual. Only the first group does not seem to perceive telephone solicitation as intrusive. This research brings added contribution to the literature on consumer resistance (consumer research) and donor behavior (social marketing). This study also confirms the link between perceived intrusion and resistance to solicitations, and thus helps associations to rethink their communication efforts.

Malgré leur utilité, les recherches en marketing social investissent encore peu le domaineenvironnemental (McKenzie-Mohr et al., 2011). Cette recherche s’intéresse à la persuasion des associations environnementales visant à favoriser l’adoption de comportements pro- environnementaux sur le littoral (CPL). Une étude qualitative menée auprès de 17 acteurs de la protection du littoral met en évidence que les différents éléments du marketing mix social sont déployés par ces acteurs avec une prédominance de la communication dans le cas des associations. La littérature mettant en avant une faible implication des individus envers l’environnement dans des contextes de loisirs et de tourisme, la deuxième étude s’intéresse plus spécifiquement aux heuristiques de communication. Ainsi, à travers une étude quantitative menée auprès de 1360 individus, nous analysons l’effet de deux heuristiques de communication : la marque associative comme source du message et les normes sociales au sein du message à travers une modélisation de leurs effets sur trois CPL (collecte de déchets, signature de pétition, don). Les résultats modélisent les antécédents de l’attachement à la marque associative et montrent un effet significatif positif de celle-ci sur l’adoption de CPL. Les normes sociales ne jouent quant à elles pas de rôle modérateur dans cette relation. Cette recherche contribue à la littérature sur le marketing social en montrant les effets de l’attachement à la marque associative sur l’adoption de comportements promus par une association. Elle contribue également à la littérature sur les comportements pro-environnementaux par l’étude de comportements dans un contexte peu étudié, le contexte récréatif. Sur le plan managérial, elle offre des pistes pour orienter les futures campagnes de communication des associations environnementales et les invite à travailler sur leurstratégie de marque pour accentuer les effets de ces campagnes. / Despite their usefulness, few researches in social marketing have been conducted in the environmentaldomain (McKenzie-Mohr et al., 2011). This research proposes to focus on the persuasion of environmental associations promoting the adoption of pro-environmental behaviors on the littoral. A qualitative study carried out among 17 actors in coastal protection shows that the different elements of the social marketing mix are deployed by these actors with a predominance of communication in the case of associations. As the literature highlights the low level of involvement in environmental issues in recreational and tourism contexts, the second study focuses on communication heuristics. Thus, through a quantitative study of 1360 individuals, we analyze the effect of two communication heuristics: the nonprofit brand as the source of the message and the social norms within the message through a modeling of their effects on three pro- environmental behaviors (Garbage collection, petition signing, donation). The results model the antecedents of attachment to the nonprofit brand and show its significant positive effect on the adoption of pro-environmental behaviors. However, social norms do not moderate this relationship. This research contributes to the literature on social marketing highlighting the effects of nonprofit brand attachment to the adoption of behavior promoted by the association. It also contributes to the literature on pro- environmental behavior by studying these behavior in a less studied context, the recreational context. From a managerial standpoint, it offers a way to guide future communication campaigns of environmental associations and invites them to work on their branding strategy to accentuate the effects of thesecampaigns.

M.Tech. / This research project explores the use of visual arts-based methodologies as tools to create exposure, increase sales of products and enhance social networks for a small craft enterprise called Kutloano Papermaking. Visual strategies of Photovoice, resource mapping and mural-making have been widely used in different contexts. This research considers the benefit of combining these three tools in a series of interventions with participants from Kutloano Papermaking and Thabong township of Welkom, Free State Province, South Africa. This project emerges out of a multi-year research activity, Cultural Action for Change: a Ford Foundation-funded project investigating the role of visual arts and social change. The partnership between the University of Johannesburg, Artist Proof Studio, Phumani Paper and sixteen papermaking enterprises across South Africa uses visual tools such as Paper Prayers, Photovoice and resource mapping to explore issues of health, economic development and creativity. My research expands on the work of Cultural Action for Change, building on the successes of Photovoice and resource mapping. Participatory Action Research (PAR) principles of collaboration, participation, action and dialogue underpin this research project. PAR as the framework of this research attempts to create an environment of horizontal knowledge creation and sharing. Findings from this research demonstrate that culture can awaken the spiritual, material and emotional well-being of individuals and communities. This research supports the role of the arts in contributing to economic action and organizing communities that are socially and economically marginalised.

This study explored Facebook™ to capture the prevalence of driving safety promotion user groups, obtain user demographic information, to understand if Facebook™ user groups influence reported driving behaviors, and to gather a sense of perceived effectiveness of Facebook™ for driving safety promotion targeted to young adults. In total, 96 driving safety Facebook™ groups (DSFGs) were identified with a total of 33,368 members, 168 administrators, 156 officers, 1,598 wall posts representing 12 countries. A total of 85 individuals participated in the survey. Demographic findings of this study suggest that driving safety promotion can be targeted to young and older adults. Respondents' ages ranged from 18 to 66 years. A total of 62% of respondents aged ≤24 years and 57.8% of respondents aged ≥25 years reported changing their driving-related behaviors as a result of reading information on the DSFGs to which they belonged. A higher proportion of respondents ≥25 years were significantly more likely to report Facebook™ and YouTube™ as an effective technology for driving safety promotion. This preliminary study indicates that DSFGs may be effective tools for driving safety promotion among young adults. More research is needed to understand the cognition of Facebook™ users as it relates to adopting safe driving behavior. The findings from this study present descriptive data to guide public health practitioners for future health promotion activities on Facebook™.

This study explored Facebook™ to capture the prevalence of driving safety promotion user groups, obtain user demographic information, to understand if Facebook™ user groups influence reported driving behaviors, and to gather a sense of perceived effectiveness of Facebook™ for driving safety promotion targeted to young adults. In total, 96 driving safety Facebook™ groups (DSFGs) were identified with a total of 33,368 members, 168 administrators, 156 officers, 1,598 wall posts representing 12 countries. A total of 85 individuals participated in the survey. Demographic findings of this study suggest that driving safety promotion can be targeted to young and older adults. Respondents' ages ranged from 18 to 66 years. A total of 62% of respondents aged ≤24 years and 57.8% of respondents aged ≥25 years reported changing their driving-related behaviors as a result of reading information on the DSFGs to which they belonged. A higher proportion of respondents ≥25 years were significantly more likely to report Facebook™ and YouTube™ as an effective technology for driving safety promotion. This preliminary study indicates that DSFGs may be effective tools for driving safety promotion among young adults. More research is needed to understand the cognition of Facebook™ users as it relates to adopting safe driving behavior. The findings from this study present descriptive data to guide public health practitioners for future health promotion activities on Facebook™.

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Mississippi leads the nation in chronic disease, obesity, poverty, and food insecurity. Preventing further growth in disease rates, requires a cultural shift towards a ‘healthy eating’ environment. Healthy patterns of food consumption along with physical activity can prevent and reduce these rates. A state-wide ‘healthy eating’ social marketing campaign could motivate voluntary population behavioral change. Three different methodologies were used to develop a strategy for Mississippi: a systematic review of the literature, a state-wide phone survey (quantitative), and focus groups (qualitative). A systematic review of articles published since January 2007 was conducted, using PRISMA guidelines. Five databases were searched with key terms. Past healthy eating campaigns in the US focused on children and parents as the target audiences and consumption of fruits and vegetables as the behavioral outcome. A web-based campaign from Oregon, was one of the successful models; in 2015, their website had over 125,000 monthly users. This campaign appeals to mothers as its primary audience and produces recipes that are tested and ‘kid-approved’; almost all the recipes include fruits and/or vegetables. The phone survey data was analyzed for participants who were responsible for children under the age of 18 in their homes. Values, attitudes, beliefs and barriers were analyzed using univariate frequencies. Chi Square tests were conducted to investigate the differences between demographic groups. The survey found that Mississippi SNAP-eligible and recipients have positive beliefs and attitudes towards ‘healthy eating.’ A majority (60%) agreed that cost was a barrier to ‘healthy eating’ while 35% thought that access to quality fruits and vegetables was lacking. Focus groups (n=17), from 12 counties were conducted with mothers, grandmothers, aunts who were caretakers of young children. Findings indicated participants had a broad range of perceptions and practices for ‘healthy eating.’ They were motivated to eat healthy for their personal health and for their children. Mothers and guardians are motivated to satisfy their children’s hunger, often a barrier to healthy eating. The findings indicate that time, convenience, and cost are also barriers. A consumer-oriented, culturally appropriate social marketing campaign in Mississippi should resonate with mothers and their need to satisfy their children.

Randomly selected Native American families eligible to receive commodity foods were provided cameras to take pictures of visual responses in the areas of: 1) primary food purchases, 2) family use of food, 3) family activities and information access, and 4) future goals of the family. Using a focus-group format, participants chose five pictures that represented the group’s consensual responses. Selected pictures and meaning were analyzed using thematic analysis procedures. Twelve families completed the project. There were four major themes: 1) the importance of family and the Native-American community, 2) health of individual and family including extended family as it pertains to physical, social, emotional and economic stability, 3) spiritual beliefs and its impact on family’s morals and values, and 4) economic constraints of daily living activities. Aspects of the social-marketing campaign should address the entire family including extended family and must be culturally and economically specific to limited-resource families.

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