UC Irvine

This article discusses structural changes that have encouraged research in social marketing, including the Transformative Consumer Research movement. It also discusses substantive topics that are studied in social marketing including consumption and well-being, combatting threats to self, improving financial decision-making, and regulating the advertising of tobacco and other adult products. Recent methodological innovations in social marketing are identified, including the use of field studies that measure actual consumer behavior and that complement more controlled lab studies. Finally suggestions for junior social marketing scholars are provided, such as targeting journals that appreciate their specific research approach.