How Does Drug and Supplement Marketing Affect a Healthy Lifestyle?

Lisa E. Bolton, Americus Reed, Kevin G. Volpp and Katrina Armstrong

Journal of Consumer Research, 2008, vol. 34, issue 5, 713-726

Abstract: This research investigates consumer reactions to the marketing of drugs and supplements and the consequences for a healthy lifestyle. A series of experiments provides evidence that drug marketing undermines intentions to engage in health-protective behaviors (i.e., a boomerang effect). The boomerang arises from two psychological mechanisms: (1) drugs reduce risk perceptions and perceived importance of, and motivation to engage in, complementary health-protective behaviors, and (2) drugs are associated with poor health that reduces self-efficacy and perceived ability to engage in complementary health-protective behaviors. A combined intervention accompanying a drug remedy that targets both motivation and ability mitigates the drug boomerang on a healthy lifestyle. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:34:y:2008:i:5:p:713-726

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