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How Does Drug and Supplement Marketing Affect a Healthy Lifestyle?

Author

Listed:
  • Lisa E. Bolton
  • Americus Reed II
  • Kevin G. Volpp
  • Katrina Armstrong

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..

Suggested Citation

  • Lisa E. Bolton & Americus Reed II & Kevin G. Volpp & Katrina Armstrong, 2008. "How Does Drug and Supplement Marketing Affect a Healthy Lifestyle?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 713-726, August.
    • Handle: RePEc:oup:jconrs:v:34:y:2008:i:5:p:713-726
    DOI: 10.1086/521906
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    Citations

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    Cited by:

    1. Martin, Ingrid M. & Kamins, Michael A. & Pirouz, Dante M. & Davis, Scott W. & Haws, Kelly L. & Mirabito, Ann M. & Mukherjee, Sayantani & Rapp, Justine M. & Grover, Aditi, 2013. "On the road to addiction: The facilitative and preventive roles of marketing cues," Journal of Business Research, Elsevier, vol. 66(8), pages 1219-1226.
    2. repec:oup:jconrs:v:49:y:2023:i:5:p:926-939. is not listed on IDEAS
    3. Eisenberg, Matthew D. & Avery, Rosemary J. & Cantor, Jonathan H., 2017. "Vitamin panacea: Is advertising fueling demand for products with uncertain scientific benefit?," Journal of Health Economics, Elsevier, vol. 55(C), pages 30-44.
    4. Meltem Daysal N. & Orsini Chiara, 2015. "Spillover Effects of Drug Safety Warnings on Preventive Health Care Use," The B.E. Journal of Economic Analysis & Policy, De Gruyter, vol. 15(1), pages 1-30, January.
    5. Marla B. Royne & Alexa K. Fox & George D. Deitz & Tyler Gibson, 2014. "The Effects of Health Consciousness and Familiarity with DTCA on Perceptions of Dietary Supplements," Journal of Consumer Affairs, Wiley Blackwell, vol. 48(3), pages 515-534, October.
    6. Meltem Daysal, N. & Orsini, C., 2012. "Spillover Effects of Drug Safety Warnings on Health Behavior," Discussion Paper 2012-025, Tilburg University, Center for Economic Research.
    7. Ralph L. Quinones & Robert D. Winsor & Anthony Patino & Peter Hoffmann, 2013. "The Regulation of Dietary Supplements Within the United States: Flawed Attempts at Mending a Defective Consumer Safety Mechanism," Journal of Consumer Affairs, Wiley Blackwell, vol. 47(2), pages 328-357, July.
    8. Richa Misra & Sonali Singh & Deepak Singh, 2018. "Analysing the Role of Consumer Ethnocentrism and Social Responsibility in the Preference of Ayurvedic Products," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 43(4), pages 263-276, November.
    9. Katarzyna Hys & Anna Koziarska, 2020. "Supply Analysis of Supplementary Products in Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 1), pages 549-571.
    10. C. D. Hatch & H. Buttrick, 2019. "The Impact of Qualified Health Claims on Advertising Evaluations: The Cases of POM Wonderful and Minute Maid," Journal of Consumer Policy, Springer, vol. 42(2), pages 285-301, June.

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