This article focuses on the role of social marketing, in particular the analysis of the motivations and capabilities of stakeholder groups, in encouraging acceptance of an innovative experimental approach to semiarid shrub land restoration in Chile. Controlled scientific experiments involving herbivory control during El Niño events have proved promising, but have not yet been introduced into ecosystem management approaches. Social marketing, as a lens for focusing on and understanding stakeholders’ motivations, provides a valuable framework in which strategies may be developed for diffusing promising scientific experiments into regional management contexts.
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