Despite this acceptability of the ideas involved in the fair process, the study finds significant obstacles at the implementation level.
Social marketing was defined as early as the 1970s as applying marketing in "programs calculated to influence the acceptability of social ideas" [ 21].
Having gauged the local acceptability of the idea in principle with women, midwives and health visitors, last week we launched the second stage of our research, to test whether or not it is possible to offer shopping vouchers for breastfeeding.
Kotler and Zaltman expressly defined social marketing in 1971 as "a social influence technology involving the design, implementation and control of programs aimed at increasing the acceptability of a social idea or practice in one or more groups of target adopters" [ 22].
The advertisers had noted that there was still a continued social acceptability of drink driving, so the idea was to target society as a whole, to create a sense of revulsion.
The multiple methods allowed for triangulation of results, but also allowed us to draw on the strengths of each [ 22]: the quantitative data giving us an idea of acceptability of practices, and the qualitative allowing us to explore the credibility and reasons behind these frequencies.
Here, it can be argued that the perception of culture plays a role when it comes to respondents' ideas regarding the acceptability of such unions in Swedish society.
This is in line with qualitative research on acceptability of MC from South Africa indicating that ideas about MC are not limited to certain age groups[ 13] However, age is likely to influence men's actual decision to become circumcised - or to rather support circumcision for their male offspring[ 11, 12, 23].
CONVENTIONAL wisdom, according to economist J.K. Galbraith, is made up of "ideas which are esteemed at any time for their acceptability".
"Mr. Phillips likes to push studio comedies to the edge of mainstream acceptability, retrofitting old ideas," Manohla Dargis wrote in The Times in November.
