A Marketing Perspective on Public Policy Options in an Epidemic

This paper studies the effectiveness of government mandates and mass marketing strategies as triggers of seeking preventive health behavior in an epidemic. It addresses how vaccination rates may be increased through the use of public policy and marketing efforts. We study how consumers process information through cues to action: strategies designed to activate a person’s readiness to engage in a particular health behavior. We illustrate the effect of five cues to action on perceived threat and intention to seek a vaccination, giving particular attention to the effects of government mandates on health beliefs and behaviors as compared to other options from the marketing domain.



Citation:

Deborah Brown McCabe, Michael Howley, and Felicia Morgan (2008) ,"A Marketing Perspective on Public Policy Options in an Epidemic", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research.

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Authors

Deborah Brown McCabe, Arizona State University, USA
Michael Howley, Drexel University, USA
Felicia Morgan, University of West Florida, USA



Volume

LA - Latin American Advances in Consumer Research Volume 2 | 2008



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