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What is Stimulant

Chapter 9
Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption
An environmental element or dynamic that affects another environmental element or dynamic, usually causing a reaction from that which it affects; for example, the environmental stimulus of a baby crying may cause a mother to behave in nurturing ways towards the baby; the environmental stimulus of cold weather may cause individuals to dress in warm clothing.
Published in Chapter:
Flipping the Script: Creating Mass Change Through Social Networking Sites
Jessica Lynn Campbell (University of Central Florida, USA)
Copyright: © 2018 |Pages: 13
DOI: 10.4018/978-1-5225-4757-0.ch009
Abstract
This chapter proposes to “Flip the Script” of the prescribed diet in USA today that primarily revolves around eating meat. The consumerization of the consumption of meat is pervasive in this country, and individuals are culturally constructed to believe animal proteins are essential to the human diet. Using script theory, this chapter examines social networking sites (SNSs) as channels for implementing a mass dietary change in today's society, that which excludes meat. Script theory determines that individuals use instrumental knowledge of how to understand, react, and respond to situations that are repeatedly encountered. Being ideal spaces for initiating social changes, SNSs replicate real-life situations and are platforms, whereby messages can be shared, promoted, and exchanged in a global networked public.
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