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The concept that people compare the costs and benefits (see Barriers and Benefits) of performing a behavior before actually doing it. The benefits must outweigh the costs in order for people to perform a behavior. Exchange provides a way for you to understand the costs and benefits that a target audience (see Target Audience) associates with a desired behavior change. Apply this concept by offering the audience benefits they want in return for making the desired behavior change. For example, you give them a sense of being cool and accepted by their peers if they give you themselves as drug-free adolescents. (Programs also receive benefits, such as. | environment SCIENCE AND POLICY FOR SUSTAINABLE DEVELOPMENT TODD DAVIDSON PTY LTD-GETTY IMAGES IN 1994 Philips launched the EarthLight a super energy-efficient compact fluorescent light CFL bulb designed to be an environmentally preferable substitute for the traditional energy-intensive incandescent bulb. The CFL s clumsy shape however was incompatible with most conventional lamps and sales languished. After studying consumer response Philips reintroduced the product in 2000 under the name Marathon to emphasize the bulb s five-year life. New designs offered the look and versatility of conventional incandescent light bulbs and the promise of more than 20 in energy savings over the product s life span compared to incandescent bulbs. The new bulbs were also certified by the AVOIDING GREEN MARKETING MYOPIA WAYS TO IMPROVE CONSUMER APPEAL FOR ENVIRONMENTALLY PREFERABLE PRODUCTS by Jacquelyn A. Ottman Edwin R. Stafford and Cathy L. Hartman
