CHAPTER 6
Quote 1
“We can learn the most from a type of marketing called social marketing. Its function is not to sell products, but to change social behaviors in often positive ways, promoting initiatives like public health… Today, communications through SMS, email, and social media platforms are frequently used… to encourage behaviors like seat-belt use, healthy eating, or stopping smoking.”
Response:
This quote highlights how activism can borrow effective strategies from social marketing, which focuses on influencing behavior for collective good rather than profit. It shows the importance of choosing the right mediums, whether digital or physical, to reach people where they already are. For activists, this means designing messages as intentionally as public health campaigns. Clear, targeted, and repeated across multiple platforms to shift norms and inspire action.
Quote 2
“As artistic activists, we're interested in influencing people's decisions and actions, but loss aversion makes this harder… We need to emphasize the things they have to gain, while assuaging their fears of what they might lose… people think more about the potential costs than the benefits… because they tend to be unreasonably loss averse.”
Response:
This quote points out a major psychological barrier to persuasion, people resist change when they fear loss more than they value potential gains. For activists, this means that simply presenting benefits isn't enough, we must also minimize perceived risks. Successful persuasion frames new behaviors as safe, rewarding, and low-cost. Understanding people’s mindsets around change helps art activists design campaigns that meet people’s emotional realities, not just their rational needs.
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