How does drug and supplement marketing affect a healthy lifestyle?

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

Research output: Contribution to journalArticle

44 Scopus citations

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 healthprotective 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.

Original languageEnglish (US)
Pages (from-to)713-726
Number of pages14
JournalJournal of Consumer Research
Volume34
Issue number5
DOIs
StatePublished - Feb 1 2008

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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