The big institutes, do they support the Demotech Approach? Part 4 of 4

Some links:

Marketing for sale of soap in Ghana....

...Studies revealed that as much as 45 percent of what we do every day is habitual - that is, performed almost without thinking in the same location or at the same time each day, usually because of subtle cues.... However, the studies also revealed an interesting paradox: Ghanaians used soap when they felt that their hands were dirty - after cooking with grease, for example, or after traveling into the city. This hand-washing habit, studies showed, was prompted by feelings of disgust. And surveys also showed that parents felt deep concerns about exposing their children to anything disgusting.

So the trick, Curtis and her colleagues realized, was to create a habit wherein people felt a sense of disgust that was cued by the toilet. That queasiness, in turn, could become a cue for soap.

A sense of bathroom disgust may seem natural, but in many places toilets are a symbol of cleanliness because they replaced pit latrines. So Curtis' group had to create commercials that taught viewers to feel a habitual sense of unseemliness surrounding toilet use.... etc.