Corporations -- All about Convenience.
From the strategy page of a Corporate Marketing Agency:
Compliant behaviour is associated with conformity to institutional rules, and so, when people choose not to comply they stand answerable to consequences, which in an institutional or legal framework, could result in penalties such as fines, community service or legal action (cf. Harvey and McCrohan, 1988; May, 2005). Thus, the word voluntary must be used with some caution in the context of social marketing frameworks.
Social marketers should encourage compliance by using message appeals (in this context not simply message framing) to link the socially desired behaviour to something that is of value to the individual. These appeals must be packaged or presented in a way that enables the individual to see the direct benefit (value) of their action.
This value could be something which avoids negative consequences or which are positive incentives to behave in a certain way (Staub, 1997; Atkin, 2001). It could also be an empathetic motive rather than a personal one (Taute and McQuitty, 2004; Sturmer, Snyder and Omoto, 2005). Message appeals can be either positive or negative in nature, and they can additionally be divided into informational (or rational) appeals versus emotional appeals.
These are not unique strategy descriptions, but I was a little surprised to find them stated with such brazen openness.
