Bibliographical noteThe full text is not available from the repository. Please note Professor Carrigan was working at Birmingham University at the time of publication.
This is an electronic version of an article published in the Journal of Marketing Management, 28 (1-2), pp. 103-128. The Journal of Marketing Management is available online at: http://www.tandfonline.com/doi/abs/10.1080/0267257X.2011.615482
- behavioural inconsistency
- social marketing