Health As Consumption Object: Construct and Heuristic Study
ABSTRACT - Do people do health like they do shopping or clubbing? The notion of consumption object has appeared in the literature on consumer behaviour. But what, exactly, is a consumption object and how does it differ from a commodity? This paper suggests a definition for consumption object and examines the possibility that health is understood as a consumption object. These theoretical speculations are given practical expression in a heuristic study that factors in gender and social class. We examine marketing and public policy implications, particularly with reference to health inequalities.
Citation:
Nicholas Gould and Elizabeth A. Gould (2001) ,"Health As Consumption Object: Construct and Heuristic Study", in E - European Advances in Consumer Research Volume 5, eds. Andrea Groeppel-Klien and Frank-Rudolf Esch, Provo, UT : Association for Consumer Research, Pages: 4.
Do people do health like they do shopping or clubbing? The notion of consumption object has appeared in the literature on consumer behaviour. But what, exactly, is a consumption object and how does it differ from a commodity? This paper suggests a definition for consumption object and examines the possibility that health is understood as a consumption object. These theoretical speculations are given practical expression in a heuristic study that factors in gender and social class. We examine marketing and public policy implications, particularly with reference to health inequalities. ----------------------------------------
Authors
Nicholas Gould, University of Glamorgan, United Kingdom
Elizabeth A. Gould, Gwent Health Authority, United Kingdom
Volume
E - European Advances in Consumer Research Volume 5 | 2001
Share Proceeding
Featured papers
See MoreFeatured
Consumer Identity in the Flesh: Lactose Intolerance and the Erupting Body
Kushagra Bhatnagar, Aalto University, Finland
Jack Tillotson, Liverpool John Moores University
Sammy Toyoki, Aalto University, Finland
Featured
An Idea Opposed to Another Idea is Always the Same Idea: Reconsidering the Materialistic Aspects of Voluntary Simplicity
Mathieu Alemany Oliver, Toulouse Business School
Justyna Kramarczyk, Adam Mickiewicz University in Poznan
Featured
How the Voice Persuades
Alex Van Zant, Rutgers University, USA
Jonah Berger, University of Pennsylvania, USA