Figure 2 illustrates the different types of social marketing product. This complexity makes social marketing products difficult to conceptualise. As a consequence, social marketers have a bigger task in defining exactly what their product is and the benefits associated with its use. Social marketers must not only uncover new demand, but in addition must frequently deal with negative demand when the target group is apathetic about or strongly resistant to a proposed behaviour change. In these situations, social marketers must challenge entrenched attitudes and beliefs.
Demand is easier to generate where the benefits are both tangible and personally relevant.
This, they argue, is the hardest type of behaviour change, as the benefits are difficult to personalise and quantify. This poses considerable challenges for segmentation and targeting. While high involvement can result in a motivated and attentive consumer, higher involvement may be associated with feelings of anxiety, guilt and denial which inhibit attempts to change. At the other extreme, social marketers might seek to stimulate change where there is very low or no involvement - for example, persuading Scots to save water. The most obvious source of competition in social marketing is the consumer s tendency to continue in his or her current behavioural patterns, especially when addiction is involved.