Passioned about using marketing to foster behaviour change for the better, Patricia is a social marketing and behaviour change expert, and she specialises in the research and application of marketing principles to social issues. She considers herself a Change Engineer, aiming to understand what are the determinants of behaviour change, and working towards developing a dynamic theory of change to effectively face behavioural problems.
Motivated by understanding what drives behavioural change, Patricia wants to have a significant contribution to the social marketing field. Patricia is a Change Engineer, aiming to understand what are the determinants of behaviour change, and work towards developing a dynamic theory of change to effectively face behavioural problems.
Her current project
TWQ National Environment Science Program (NESP) 4.12: Working with all program stakeholders, this research identifies key barriers and enablers of engagement and lasting behavioural change. Process and outcome evaluation of completed and current programs will inform future investment decisions for programs aiming to improve reef health.
Leave It (pilot and city-wide implementation): This project commissioned by Redland City Council involved formative research to gain consumer insight using quantitative and qualitative methods, followed by program design, implementation, promotion and evaluation. Patricia led the organisation of a promotional event (DogFest), bringing over 1,500 attendees. Patricia is co-leading this project with Dr. Bo Pang, in which a city-wide program is currently being implemented, following success of pilot.
STEM2D: This pilot project aims to increase female retention in STEM courses. A pilot intervention is currently being implemented and evaluated.
Water conservation and sanitation in Fiji communities: Working with the International Water Centre (IWC) and Habits for Humanity (HfH), an NGO based in Fiji, Patricia is delivering intensive training on behaviour change practice and research methodologies for on ground staff. Following training sessions, field research is being conducted using face to face survey methods, in-depth interviews, and focus groups in Fijian villages to understand attitudes toward water conservation and sanitation.
The Behaviour Change Project: In her PhD, Patricia aimed to understand what motivates and influences behaviour change. She started the process of defining the psychological constructs that can influence change in behaviour in social marketing. This project is pushing current practice in the field, by moving away from explanation and prediction of static behaviour to, instead, looking at what drives dynamic behaviour.
The ultimate goal of social marketing is to change behaviour for the better of people in society. Therefore, it’s time to redirect the social marketing focus from behaviour (static), which is the current practice, to behaviour change (dynamic).
Awards, publications & more
Contribution to Theory and Knowledge award – ANZMAC Doctoral Colloquium (2016)
Find more about Patricia's academic endeavours on her Griffith Expert profile.
Visit Patricia's LinkedIn profile
You must be the change you wish to see in the world.
~ Mahatma Gandhi