How Does Drug and Supplement Marketing Affect a Healthy Lifestyle?

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 healthy lifestyle intentions by reducing motivation and efficacy to engage in health-protective behaviors. Supplements “turn on” whereas drugs “tune out” complementary health-protective behaviors (such as healthy eating and physical activity) that contribute toward a healthy lifestyle.


Lisa E. Bolton, Americus Reed II, Kevin G. Volpp, and Katrina Armstrong (2007) ,"How Does Drug and Supplement Marketing Affect a Healthy Lifestyle?", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 530-532.


Lisa E. Bolton, The Wharton School, University of Pennsylvania, USA
Americus Reed II, The Wharton School, University of Pennsylvania, USA
Kevin G. Volpp, Philadelphia Veterans Affair Medical Center and School of Medicine, University of Pennsylvania, USA
Katrina Armstrong, Leonard Davis Institute and Abramson Cancer Center, University of Pennsylvania, USA


NA - Advances in Consumer Research Volume 34 | 2007

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