License to Lapse: the Effects of Weight Management Product Marketing on a Healthy Lifestyle

Amit Bhattacharjee, The Wharton School, University of Pennsylvania, USA
Lisa Bolton, Pennsylvania State University, USA
Americus Reed II, The Wharton School, University of Pennsylvania, USA
A series of laboratory and field experiments suggest that weight management drug marketing can affect a healthy lifestyle in both relatively mindful and mindless ways. Specifically, weight management drug marketing undermines intentions to live a healthy lifestyle and, importantly, also boomerangs on actual behavior (i.e., a single exposure to a weight management drug message increases unhealthy consumption). Furthermore, two field studies suggest that erroneous lay beliefs underlie this boomerang effect on consumer health, and only very high levels of expertise (e.g., medical training) are sufficient to eliminate it.
[ to cite ]:
Amit Bhattacharjee, Lisa Bolton, and Americus Reed II (2010) ,"License to Lapse: the Effects of Weight Management Product Marketing on a Healthy Lifestyle", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 250-253 .