While these two models use differing frameworks and approaches, the goal of each is to use messaging and interventions to increase the chances of individuals engaging in targeted health behavior (Fertman et al., 2016). The Health Belief Model focuses on individuals and their perceptions and beliefs, while the Social Marketing Model aims to impact social
groups and their perceptions and expectations (CDC HCP, n.d.;
Fertman et al., 2016). It is worth noting that both models deal with perceptions of cost and benefit, and how these perceptions impact and can be used to alter health behaviors. Both models support that if the understood benefit of a target behavior outweighs the cost of, or barriers to, a behavior, then
people are much more likely to engage in that behavior (CDC HCP, n.d.; Fertman et al., 2016). Using either model in public health or health promotion programming, planners would utilize program activities and individual or social messaging to
alter beliefs and expectations surrounding a particular condition or behavior to motivate positive behavior change in the target population (CDC, HCP, n.d.; Fertman et al., 2016).
References
CDC's Healthy Communities Program. (n.d.).
Building our understanding: Social marketing on a dime.
https://www.cdc.gov/nccdphp/dch/programs/healthycom
munitiesprogram/tools/pdf/social_marketing.pdf
Fertman, C. I., Allensworth, D. D., & Society for Public Health Education. (2016). Health promotion programs: From theory to
practice (2nd ed.). Jossey-Bass. ISBN: 9781119163336
