IDEAS home Printed from https://ideas.repec.org/a/spr/joamsc/v47y2019i2d10.1007_s11747-018-0618-1.html
   My bibliography  Save this article

Chronic illness medication compliance: a liminal and contextual consumer journey

Author

Listed:
  • Cheryl Nakata

    (University of North Carolina at Greensboro)

  • Elif Izberk-Bilgin

    (University of Michigan-Dearborn)

  • Lisa Sharp

    (Institute for Health Research and Policy
    University of Illinois at Chicago)

  • Jelena Spanjol

    (Ludwig-Maximilians-Universität (LMU) München)

  • Anna Shaojie Cui

    (University of Illinois at Chicago)

  • Stephanie Y. Crawford

    (University of Illinois at Chicago)

  • Yazhen Xiao

    (University of Tennessee)

Abstract

The consumer journey has drawn interest from marketers as an avenue to strengthen sales through managing touchpoints. However, a firm-centric view has produced limited models of the journey, particularly on consumers’ usage experiences over extended periods in everyday settings. We attempt to redress this limitation by studying the situated experiences of disadvantaged consumers endeavoring to comply with medication therapies for chronic hypertension. Our broad aim is to understand more fully the influences on and nature of the journey. We find that compliance is a liminal state of provisional actions shaped contextually by life spheres of meso-structural conditions, micro-individual factors, and interpretive sense-making practices. We contribute a novel, integrated, and nuanced journey framework beyond the detached, steadily progressive model predominant in the literature. Our paper ends with practice, theory, and policy implications for marketing and healthcare, including touchpoint strategies.

Suggested Citation

  • Cheryl Nakata & Elif Izberk-Bilgin & Lisa Sharp & Jelena Spanjol & Anna Shaojie Cui & Stephanie Y. Crawford & Yazhen Xiao, 2019. "Chronic illness medication compliance: a liminal and contextual consumer journey," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 192-215, March.
    • Handle: RePEc:spr:joamsc:v:47:y:2019:i:2:d:10.1007_s11747-018-0618-1
    DOI: 10.1007/s11747-018-0618-1
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11747-018-0618-1
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s11747-018-0618-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Karen Page Winterich & Kelly L. Haws, 2011. "Helpful Hopefulness: The Effect of Future Positive Emotions on Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(3), pages 505-524.
    3. Luce, Mary Frances & Kahn, Barbara E, 1999. "Avoidance or Vigilance? The Psychology of False-Positive Test Results," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(3), pages 242-259, December.
    4. Bob M. Fennis & Loes Janssen & Kathleen D. Vohs, 2009. "Acts of Benevolence: A Limited-Resource Account of Compliance with Charitable Requests," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 906-924, April.
    5. Baxendale, Shane & Macdonald, Emma K. & Wilson, Hugh N., 2015. "The Impact of Different Touchpoints on Brand Consideration," Journal of Retailing, Elsevier, vol. 91(2), pages 235-253.
    6. Donnel A Briley & Melanie Rudd & Jennifer Aaker & Vicki MorwitzEditor & Sharon ShavittAssociate Editor, 2017. "Cultivating Optimism: How to Frame Your Future during a Health Challenge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(4), pages 895-915.
    7. Arnould, Eric J & Price, Linda L, 1993. "River Magic: Extraordinary Experience and the Extended Service Encounter," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(1), pages 24-45, June.
    8. Trostle, James A., 1988. "Medical compliance as an ideology," Social Science & Medicine, Elsevier, vol. 27(12), pages 1299-1308, January.
    9. Rindfleisch, Aric & Burroughs, James E & Denton, Frank, 1997. "Family Structure, Materialism, and Compulsive Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(4), pages 312-325, March.
    10. Stephanie Dellande & Prashanth Nyer, 2013. "Self‐regulatory focus: the impact on long‐term consumer compliance behavior," Management Research Review, Emerald Group Publishing Limited, vol. 36(7), pages 664-673, June.
    11. Gamble, V.N., 1997. "Under the Shadow of Tuskegee: African Americans and Health Care," American Journal of Public Health, American Public Health Association, vol. 87(11), pages 1773-1778.
    12. de Haan, Evert & Wiesel, Thorsten & Pauwels, Koen, 2016. "The effectiveness of different forms of online advertising for purchase conversion in a multiple-channel attribution framework," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 491-507.
    13. Risto Moisio & Mariam Beruchashvili, 2010. "Questing for Well-Being at Weight Watchers: The Role of the Spiritual-Therapeutic Model in a Support Group," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 857-875, February.
    14. Lisa E. Bolton & Joel B. Cohen & Paul N. Bloom, 2006. "Does Marketing Products as Remedies Create "Get Out of Jail Free Cards"?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 71-81, June.
    15. Natalie Ross Adkins & Julie L. Ozanne, 2005. "The Low Literate Consumer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 93-105, June.
    16. Hirschman, Elizabeth C, 1992. "The Consciousness of Addiction: Toward a General Theory of Compulsive Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(2), pages 155-179, September.
    17. Thompson, Craig J & Locander, William B & Pollio, Howard R, 1989. "Putting Consumer Experience Back into Consumer Research: The Philosophy and Method of Existential-Phenomenology," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(2), pages 133-146, September.
    18. Thompson, Craig J & Troester, Maura, 2002. "Consumer Value Systems in the Age of Postmodern Fragmentation: The Case of the Natural Health Microculture," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(4), pages 550-571, March.
    19. Ann Kronrod & Amir Grinstein & Luc Wathieu, 2012. "Enjoy! Hedonic Consumption and Compliance with Assertive Messages," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(1), pages 51-61.
    20. Riessman, Catherine Kohler, 1990. "Strategic uses of narrative in the presentation of self and illness: A research note," Social Science & Medicine, Elsevier, vol. 30(11), pages 1195-1200, January.
    21. Debabrata Talukdar, 2008. "Cost of Being Poor: Retail Price and Consumer Price Search Differences across Inner-City and Suburban Neighborhoods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(3), pages 457-471, July.
    22. Makoul, Gregory & Arntson, Paul & Schofield, Theo, 1995. "Health promotion in primary care: Physician-patient communication and decision making about prescription medications," Social Science & Medicine, Elsevier, vol. 41(9), pages 1241-1254, November.
    23. Emrich, Oliver & Verhoef, Peter C., 2015. "The impact of a homogenous versus a prototypical Web design on online retail patronage for multichannel providers," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 363-374.
    24. Sterling A. Bone & Glenn L. Christensen & Jerome D. Williams, 2014. "Rejected, Shackled, and Alone: The Impact of Systemic Restricted Choice on Minority Consumers' Construction of Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(2), pages 451-474.
    25. McCracken, Grant, 1986. "Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(1), pages 71-84, June.
    26. Eileen Fischer & Cele C. Otnes & Linda Tuncay, 2007. "Pursuing Parenthood: Integrating Cultural and Cognitive Perspectives on Persistent Goal Striving," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(4), pages 425-440, May.
    27. Anirban Mukhopadhyay & Gita Venkataramani Johar, 2005. "Where There Is a Will, Is There a Way? Effects of Lay Theories of Self-Control on Setting and Keeping Resolutions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 779-786, March.
    28. Craig J. Thompson, 2005. "Consumer Risk Perceptions in a Community of Reflexive Doubt," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(2), pages 235-248, September.
    29. Anthony Salerno & Juliano Laran & Chris Janiszewski, 2014. "Hedonic Eating Goals and Emotion: When Sadness Decreases the Desire to Indulge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(1), pages 135-151.
    30. Kelly Tian & Pookie Sautter & Derek Fisher & Sarah Fischbach & Cuauhtemoc Luna-Nevarez & Kevin Boberg & Jim Kroger & Richard Vann, 2014. "Transforming Health Care: Empowering Therapeutic Communities through Technology-Enhanced Narratives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(2), pages 237-260.
    31. Alexander Fedorikhin & Vanessa M. Patrick, 2010. "Positive Mood and Resistance to Temptation: The Interfering Influence of Elevated Arousal," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(4), pages 698-711, December.
    32. Pound, Pandora & Britten, Nicky & Morgan, Myfanwy & Yardley, Lucy & Pope, Catherine & Daker-White, Gavin & Campbell, Rona, 2005. "Resisting medicines: a synthesis of qualitative studies of medicine taking," Social Science & Medicine, Elsevier, vol. 61(1), pages 133-155, July.
    33. Janssen, Loes & Fennis, Bob M. & Pruyn, Ad Th.H. & Vohs, Kathleen D., 2008. "The path of least resistance: Regulatory resource depletion and the effectiveness of social influence techniques," Journal of Business Research, Elsevier, vol. 61(10), pages 1041-1045, October.
    34. Arnold, Stephen J & Fischer, Eileen, 1994. "Hermeneutics and Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 55-70, June.
    35. Rebecca W. Hamilton & Rebecca K. Ratner & Debora V. Thompson, 2011. "Outpacing Others: When Consumers Value Products Based on Relative Usage Frequency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(6), pages 1079-1094.
    36. McColl-Kennedy, Janet R. & Danaher, Tracey S. & Gallan, Andrew S. & Orsingher, Chiara & Lervik-Olsen, Line & Verma, Rohit, 2017. "How do you feel today? Managing patient emotions during health care experiences to enhance well-being," Journal of Business Research, Elsevier, vol. 79(C), pages 247-259.
    37. Nancy Wong & Tracey King, 2008. "The Cultural Construction of Risk Understandings through Illness Narratives," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 579-594, July.
    38. Anderl, Eva & Becker, Ingo & von Wangenheim, Florian & Schumann, Jan Hendrik, 2016. "Mapping the customer journey: Lessons learned from graph-based online attribution modeling," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 457-474.
    39. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    40. Nicholas Santos & Gene Laczniak & Tina Facca-Miess, 2015. "The “Integrative Justice Model” as Transformative Justice for Base-of-the-Pyramid Marketing," Journal of Business Ethics, Springer, vol. 126(4), pages 697-707, February.
    41. Eric J. Arnould & Craig J. Thompson, 2005. "Consumer Culture Theory (CCT): Twenty Years of Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 31(4), pages 868-882, March.
    42. Briley, Donnel A. & Rudd, Melanie & Aaker, Jennifer, 2017. "Cultivating Optimism: How to Frame Your Future During a Health Challenge," Research Papers 3541, Stanford University, Graduate School of Business.
    43. Joseph P. Redden & Kelly L. Haws, 2013. "Healthy Satiation: The Role of Decreasing Desire in Effective Self-Control," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(5), pages 1100-1114.
    44. Holt, Douglas B, 1998. "Does Cultural Capital Structure American Consumption?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(1), pages 1-25, June.
    45. Bige Saatcioglu & Julie L. Ozanne, 2013. "Moral Habitus and Status Negotiation in a Marginalized Working-Class Neighborhood," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(4), pages 692-710.
    46. Warner, Lisa M. & Schüz, Benjamin & Aiken, Leona & Ziegelmann, Jochen P. & Wurm, Susanne & Tesch-Römer, Clemens & Schwarzer, Ralf, 2013. "Interactive effects of social support and social conflict on medication adherence in multimorbid older adults," Social Science & Medicine, Elsevier, vol. 87(C), pages 23-30.
    47. Hill, Ronald Paul, 1991. "Homeless Women, Special Possessions, and the Meaning of "Home": An Ethnographic Case Study," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(3), pages 298-310, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ritu Agarwal & Michelle Dugas & Guodong (Gordon) Gao & P. K. Kannan, 2020. "Emerging technologies and analytics for a new era of value-centered marketing in healthcare," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 9-23, January.
    2. Pantano, Eleonora & Viassone, Milena & Boardman, Rosy & Dennis, Charles, 2022. "Inclusive or exclusive? Investigating how retail technology can reduce old consumers’ barriers to shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    3. Tueanrat, Yanika & Papagiannidis, Savvas & Alamanos, Eleftherios, 2021. "Going on a journey: A review of the customer journey literature," Journal of Business Research, Elsevier, vol. 125(C), pages 336-353.
    4. Hope Jensen Schau & Melissa Archpru Akaka, 2021. "From customer journeys to consumption journeys: a consumer culture approach to investigating value creation in practice-embedded consumption," AMS Review, Springer;Academy of Marketing Science, vol. 11(1), pages 9-22, June.
    5. Rebecca Hamilton & Linda L. Price, 2019. "Consumer journeys: developing consumer-based strategy," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 187-191, March.
    6. McColl-Kennedy, Janet R. & Cheung, Lilliemay & Coote, Leonard V., 2020. "Tensions and trade-offs in multi-actor service ecosystems," Journal of Business Research, Elsevier, vol. 121(C), pages 655-666.
    7. Bec, Caroline & Wells, Geoff, 2020. "Structural barriers to health-provider training programmes for ethnic minorities: the case of the Katu and diabetes management in Vietnam," SocArXiv s78xa, Center for Open Science.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ronald Paul Hill, 2020. "Freedom of the Will and Consumption Restrictions," Journal of Business Ethics, Springer, vol. 164(2), pages 311-324, June.
    2. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2018. "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis," Journal of Business Research, Elsevier, vol. 91(C), pages 123-133.
    3. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2019. "Reprint of "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis"," Journal of Business Research, Elsevier, vol. 96(C), pages 355-365.
    4. Christina Kuehnl & Danijel Jozic & Christian Homburg, 2019. "Effective customer journey design: consumers’ conception, measurement, and consequences," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 551-568, May.
    5. Lez Trujillo Torres & Benét DeBerry-Spence, 2019. "Consumer valorization strategies in traumatic extraordinary experiences," Journal of the Academy of Marketing Science, Springer, vol. 47(3), pages 516-531, May.
    6. Larissa Becker & Elina Jaakkola, 2020. "Customer experience: fundamental premises and implications for research," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 630-648, July.
    7. Herhausen, Dennis & Kleinlercher, Kristina & Verhoef, Peter C. & Emrich, Oliver & Rudolph, Thomas, 2019. "Loyalty Formation for Different Customer Journey Segments," Journal of Retailing, Elsevier, vol. 95(3), pages 9-29.
    8. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    9. Mariam Beruchashvili & Risto Moisio, 2013. "Is Planning an Aid or an Obstacle? Examining the Role of Consumers' Lay Theories in Weight Loss," Journal of Consumer Affairs, Wiley Blackwell, vol. 47(3), pages 404-431, November.
    10. Castilhos, Rodrigo B. & Fonseca, Marcelo J., 2016. "Pursuing upward transformation: The construction of a progressing self among dominated consumers," Journal of Business Research, Elsevier, vol. 69(1), pages 6-17.
    11. Damien Chaney & Renaud Lunardo & Rémi Mencarelli, 2018. "Consumption experience: past, present and future," Post-Print hal-01951670, HAL.
    12. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
    13. Michaud Trevinal, Aurélia & Stenger, Thomas, 2014. "Toward a conceptualization of the online shopping experience," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 314-326.
    14. Srinivas Venugopal, 2021. "Envisioning a community‐centric approach to impact assessments in subsistence marketplaces," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(1), pages 118-133, March.
    15. repec:oup:jconrs:v:49:y:2023:i:5:p:926-939. is not listed on IDEAS
    16. Cagri Yalkin & Richard Rosenbaum-Elliott, 2014. "Talking Fashion in Female Friendship Groups: Negotiating the Necessary Marketplace Skills and Knowledge," Journal of Consumer Policy, Springer, vol. 37(2), pages 301-331, June.
    17. Martina Hutton & Canan Corus & Joshua Dorsey & Elizabeth Minton & Caroline Roux & Christopher P. Blocker & Jonathan Z. Zhang, 2022. "Getting real about consumer poverty: Deep processes for transformative action," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1332-1355, September.
    18. Cleveland, Mark & Iyer, Rajesh & Babin, Barry J., 2023. "Social media usage, materialism and psychological well-being among immigrant consumers," Journal of Business Research, Elsevier, vol. 155(PB).
    19. Ronald Paul Hill & Daniel Cunningham & Gramercy Gentlemen, 2016. "Dehumanization and Restriction inside a Maximum Security Prison: Novel Insights about Consumer Acquisition and Ownership," Journal of the Association for Consumer Research, University of Chicago Press, vol. 1(2), pages 295-313.
    20. Ulusoy, Emre, 2016. "Subcultural escapades via music consumption: Identity transformations and extraordinary experiences in Dionysian music subcultures," Journal of Business Research, Elsevier, vol. 69(1), pages 244-254.
    21. Joy, Annamma & Wang, Jeff Jianfeng & Chan, Tsang-Sing & Sherry, John F. & Cui, Geng, 2014. "M(Art)Worlds: Consumer Perceptions of How Luxury Brand Stores Become Art Institutions," Journal of Retailing, Elsevier, vol. 90(3), pages 347-364.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:joamsc:v:47:y:2019:i:2:d:10.1007_s11747-018-0618-1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.