Health As a Determinant Attribute in Consumer Decision Making

ABSTRACT - Health-consciousness is one of the major consumer trends of the 1980's. An increasing number of products and services are marketed with consumer health as a central feature, e.g. "health" foods, exercise equipment, sportswear, pharmaceuticals and related personal care products. To what extent is health-consciousness a determinant attribute in consumer decisions? We examine this question by 1) reviewing evidence of the extent to which health is actually considered in consumer choices across product categories, and 2) identifying evidence of the circumstances in which consumers should be encouraged to be health-conscious in decision-making. Findings indicate a substantial literature dealing with central aspects of consumer health, e.g. nutrition, exercise, and hazardous substances. However, published literature on health as a determinant attribute in consumer behavior is limited. Research is needed to further examine health as a major variable in contemporary consumer decision-making.

Citation:

Joel Rudd and George B. Sproles (1986) ,"Health As a Determinant Attribute in Consumer Decision Making", in NA - Advances in Consumer Research Volume 13, eds. Richard J. Lutz, Provo, UT : Association for Consumer Research, Pages: 671.

Advances in Consumer Research Volume 13, 1986      Page 671

HEALTH AS A DETERMINANT ATTRIBUTE IN CONSUMER DECISION MAKING

Joel Rudd, University of Arizona

George B. Sproles, University of Arizona

ABSTRACT -

Health-consciousness is one of the major consumer trends of the 1980's. An increasing number of products and services are marketed with consumer health as a central feature, e.g. "health" foods, exercise equipment, sportswear, pharmaceuticals and related personal care products. To what extent is health-consciousness a determinant attribute in consumer decisions? We examine this question by 1) reviewing evidence of the extent to which health is actually considered in consumer choices across product categories, and 2) identifying evidence of the circumstances in which consumers should be encouraged to be health-conscious in decision-making. Findings indicate a substantial literature dealing with central aspects of consumer health, e.g. nutrition, exercise, and hazardous substances. However, published literature on health as a determinant attribute in consumer behavior is limited. Research is needed to further examine health as a major variable in contemporary consumer decision-making.

For further information, write to:

Professor Joel Rudd / School of Family and Consumer Resources / University of Arizona / Tucson, AZ 85721

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