Despite agreement on the importance of satisfaction processes to the adoption and maintenance of pro-social behaviors (Andreasen, 1995), social marketing theory in this area is limited. This paper proposes a model that integrates mainstream and social marketing theories in order to better understand how increasing knowledge within the “maintenance stage” affects the ways that; contraceptive social marketing clients reach satisfaction judgements. The model's research propositions are currently being tested in a four-country study involving Nepal, Australia, the US and Vietnam. Preliminary results will soon be available. The paper concludes with a discussion of the proposed model's potential applications for social marketing managers.
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