Journal of Marketing Behavior > Vol 3 > Issue 2

The ADF Framework: A Parsimonious Model for Developing Successful Behavior Change Interventions

Joel B. Cohen, University of Florida, USA, , Eduardo B. Andrade, FGV/EBAPE, Brazil,
Suggested Citation
Joel B. Cohen and Eduardo B. Andrade (2018), "The ADF Framework: A Parsimonious Model for Developing Successful Behavior Change Interventions", Journal of Marketing Behavior: Vol. 3: No. 2, pp 81-119.

Publication Date: 13 Nov 2018
© 2018 J. B. Cohen and E. B. Andrade
Health Economics,  Public Economics,  Environmental Economics,  Psychology,  Behavioral economics,  Heuristics,  Behavioral Decision Making,  Consumer Behavior,  Political psychology,  Public Policy,  Regulation
Behavior changeinterventionssocial marketing


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In this article:
The Current State of Theory-Based Interventions 
Rethinking the Nature and Role of Theory 
The ADF Framework 
Overall Assessment and Observation 


Marketing scholars are devoting increasing attention to changing consequential and societally-relevant behaviors. However, the theories that have been relied upon for this purpose across the social and health sciences have come under increasing criticism, and there is a renewed attempt to build more comprehensive models out of a common core of constructs. Our accessibility, desirability, and feasibility (ADF) framework was developed to help policymakers and practitioners identify and design successful behavior change interventions. We demonstrate that the ADF framework is sufficiently comprehensive with the further advantage of being parsimonious and applicable to multiple domains.