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.
All Science Journal Classification (ASJC) codes
- Business and International Management
- Arts and Humanities (miscellaneous)
- Economics and Econometrics