ContentsPreface xIntroduction: Theories and their uses in social marketing 11 Rational and economic models (cognitive models) 17Case study: Using the Elaboration Likelihood Model topromote anti-littering behaviour in Vietnam: Green Turtle Hero xxxNhat Tram Phan-Le, Nhan Nguyen, Linda Brennan andLukas Parker2 Behavioural models (conative models) 45Case study: Health behaviour change using Health ActionProcess Approach (HAPA) xxxJoy Parkinson, Nicole McDonald, Stephanie Moriarty,Haruka Fujihira, Debra Anderson, Charrlotte Seib, TomHannon and Kyra Hamilton3 Emotional models (affective models) 79Case study: Blurred Minds - immersing students to changethe way adolescents think about alcohol, vaping, and drugs xxxNhat Tram Phan-Le and Sharyn Rundle-Thiele4 Multi-theory models 136Case study: Co-designing with adolescents to create deliciousmeals from leftover ingredients xxxEva L Jenkins, Linda Brennan and Tracy A McCaffrey5 Macro-social change models in social marketing 164Case study: Partnering for change: the importance ofstakeholder collaboration to reduce household food waste xxxEva L Jenkins, Linda Brennan and Lukas Parker6 Consumer behaviour theories 218Case study: Using VR to enable individuals and communitiesto take actions that save their lives during bush fire - a VeryReal Experience xxxNhat Tram Phan-Le, Lynn Poole and Linda Brennan7 Capabilities models 282Case study: A mixed-methods application of the COM-B Model xxxTaylor Willmott8 Participatory models 325Case study: Working cooperatively with men - co-design toempower and enhance accountability xxxGlen Donnar, Lukas Parker, Linda Brennan and John Dingeldei9 Social models 357Case study: Social conformity and preventive behavioursduring the COVID-19 pandemic: a case study from Australia xxxJoan Carlini and Marie-Louise Fry10 Systems and services models 402Case study: Healthy Eats - a socio-ecological approach toincreasing fruit and vegetable consumption among primaryschool children xxxSebastian Isbanner, Julia Carins and Sharyn Rundle-Thiele11 Strategic planning models 44012 Social marketing and behaviour change: where to from here? 478Appendix 483.