MOTIVAÇÃO PARA MUDANÇA DE COMPORTAMENTO APLICADA AO MARKETING INTERNO
Journal Title: Revista Competência - Year 2011, Vol 4, Issue 2
Abstract
Th is study presents an interdisciplinary between the areas of Administration and Marketing and the Transtheoretical Model of Behavior Change (PROCHASKA & DICLEMENTE, 1986). According to this theoretical framework to intentional change in behavior can be understood as a process that takes place in successive stages, which must be overcome sequentially to reach the desired change. Th e marketer can use these constructs as tools for motivating individuals and teams involved in their professional practice. Proper identifi cation of the stage of change in which individuals fi nd themselves may facilitate the implementation of activities directed to that particular stage of change, avoiding thus the unnecessary power consumption when it is spent trying to implement changes among people that are not prepared to do so. Th us promoting the eff ectiveness of motivational eff orts.
Authors and Affiliations
Marília Alves Calheiros Maristela Schein Kellermann Paulo Renato Calheiros Eren Melo Pasquali
Keywords
Related Articles
- EP ID EP677172
- DOI https://doi.org/10.24936/2177-4986.v4n2.2011.77
- Views 246
- Downloads 0
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