Purpose

Despite more than half a century of academic research, relatively few methods have been shown to reliably improve intergroup relations in the real world. This paper aims to use a social marketing approach to design a pro-diversity intervention in a university setting.

Design/methodology/approach

We conducted extensive qualitative, quantitative and observational background research to identify elements that would increase the effectiveness of the intervention. Focus groups and surveys allowed us to identify a target audience, target behaviors and the relevant barriers and benefits.

Findings

The background research suggested increasing inclusive behavior would have a greater impact than reducing discriminatory behavior. Based on this research, this paper determined an optimal target audience was students who had relatively positive attitudes toward diversity but engaged in few inclusive behaviors. This paper used relevant theories from the behavioral sciences to design an intervention that promoted a small set of inclusive behaviors and that addressed the relevant barriers and benefits. The intervention took the form of a single page of targeted messages that instructors can add to their course syllabi. The page communicates injunctive and descriptive norms, highlights the benefits of behaving inclusively and provides concrete behavioral advice.

Originality/value

The research applies the social marketing approach to a novel domain. This approach represents a new way to advance diversity, equity and inclusion through promoting inclusive and reducing discriminatory behavior.

中文翻译：

---

使用社会营销方法制定有利于多样性的干预措施

目的

尽管进行了半个多世纪的学术研究，但很少有方法能够可靠地改善现实世界中的群际关系。本文旨在使用社会营销方法在大学环境中设计有利于多样性的干预措施。

设计/方法/方法

我们进行了广泛的定性、定量和观察性背景研究，以确定可以提高干预有效性的因素。焦点小组和调查使我们能够确定目标受众、目标行为以及相关的障碍和好处。

发现

背景研究表明，与减少歧视行为相比，增加包容性行为会产生更大的影响。基于这项研究，本文确定了最佳目标受众是对多样性持相对积极态度但很少参与包容性行为的学生。本文使用行为科学的相关理论设计了一种干预措施，以促进一小部分包容性行为并解决相关障碍和好处。干预采取单页有针对性的信息的形式，教师可以将其添加到他们的课程大纲中。该页面传达禁令和描述性规范，强调包容性行为的好处并提供具体的行为建议。

原创性/价值

该研究将社会营销方法应用于一个新领域。这种方法代表了一种通过促进包容性和减少歧视行为来促进多样性、公平性和包容性的新方法。