Gender differences in marketer and non-marketer-dominated sources of sustainable health and wellness information

Paul J. Costanzo and Cynthia P. Costanzo

Journal of Global Scholars of Marketing Science, 2019, vol. 29, issue 1, 42-50

Abstract: Concerns about how consumers respond to health care promotional information in the United States led the authors to conduct an exploratory study to investigate gender differences in the knowledge, and the level of importance of health and wellness issues. Seven marketer-dominated and three non-marketer-dominated sources of Health Care Information (HCI) were examined. Significant findings were found for three marketer-dominated and three non-marketer-dominated sources Health and Wellness Information. Additionally, significant differences were found between men and women’s ratings of the importance of childhood obesity, healthy nutrition, and the importance of regular exercise. The results on this study may be relevant to health care marketing professionals and for promotional planners developing sustainable health and wellness integrated marketing communication campaigns. This paper is a submission to the JGSMS Special Issue on Sustainability.

Date: 2019
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DOI: 10.1080/21639159.2018.1552531

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