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Helping consumers to change their financial behaviour: Contributions of a multi-phase change model

Author

Listed:
  • Francis Salerno

    (LEM - Lille économie management - UMR 9221 - Université de Lille - UA - Université d'Artois - UCL - Université catholique de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Amira Berriche

    (LEM - Lille économie management - UMR 9221 - Université de Lille - UA - Université d'Artois - UCL - Université catholique de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Dominique Crié

    (LEM - Lille économie management - UMR 9221 - Université de Lille - UA - Université d'Artois - UCL - Université catholique de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Annabel Martin-Salerno

    () (LEM - Lille économie management - UMR 9221 - Université de Lille - UA - Université d'Artois - UCL - Université catholique de Lille - CNRS - Centre National de la Recherche Scientifique)

Abstract

There is increasing interest in the problematic behaviour of consumers in budgetary and financial terms. Behavioural change models can help put in place social marketing initiatives in this respect. This paper reveals that the strategies for change used by consumers are fundamentally approach and avoidance strategies. It proposes a model to define the role of decisional balance in the way these strategies are used. This model is applied to groups made up of consumers in similar situations and on a trajectory towards change. The dimensions of change in the transtheoretical model (precontemplation, contemplation, action and maintenance) served as the basis for forming these groups, in line with previous research that adopted this orientation rather than a series of successive and distinct phases in the change process. Our findings have direct implications for our understanding of behavioural change and social marketing actions in this area of study.

Suggested Citation

  • Francis Salerno & Amira Berriche & Dominique Crié & Annabel Martin-Salerno, 2015. "Helping consumers to change their financial behaviour: Contributions of a multi-phase change model," Post-Print hal-01563035, HAL.
  • Handle: RePEc:hal:journl:hal-01563035
    DOI: 10.1177/2051570715594142
    Note: View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-01563035
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    Keywords

    social marketing; decisional balance;

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