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Courtesy and kindness: Social marketing and cultural control in Singapore

Witkowski, T. and Yap, K.ORCID: 0000-0002-9901-2612 (2012) Courtesy and kindness: Social marketing and cultural control in Singapore. In: 37th Macromarketing Conference: Sustainable Development of Markets and Marketing Systems in a Globalized World, 13 - 14 June 2012, Berlin, Germany

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This paper critically examines how the Singapore government has used social marketing campaigns espousing courtesy and kindness to mold the young nation’s culture. Following a brief overview of state-sponsored social marketing, the paper draws from both primary data sources and the secondary literature to investigate the Singapore campaigns in terms of: 1) the unique political, social, and cultural environments that motivated them; 2) the themes, slogans, and visual representations used in their executions; and 3) the level of success they achieved in instilling and reinforcing a variety of positive interpersonal behaviors. Implications for macromarketing ethics, theory, and policy are discussed.

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