The chapter looks at three important theories which help social marketers to think more systematically about the key questions they need to address:  (i) how does the target group or population feel about a particular behaviour (Stages of Change Theory); (ii) what social and contextual factors influence this positioning (Social Cognitive Theory and Social Norms) and; (iii) what offerings might encourage them to change their behaviour – or, those in a position to do so, to make the social context more conducive to change (Exchange Theory). Moreover, the chapter outlines how social marketers might benefit from a social epistemological approach.