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Flipping the script: Consumers’ propensity for self-medication
Journal of Marketing Theory and Practice ( IF 4.4 ) Pub Date : 2021-01-19 , DOI: 10.1080/10696679.2020.1870240
Rajasree K. Rajamma 1 , Audhesh K. Paswan 2 , Lou E. Pelton 3
Affiliation  

ABSTRACT

The U.S. health-care debate has focused on several macro-level factors to accomplish cost-containment, universal accessibility, and high-quality delivery in the marketplace. The present research empirically explores the drivers of consumer’s propensity to self-medicate. The findings suggest that consumers’ need for control is an important determinant of their propensity to self-medicate. Specifically, health locus of control factors are significant predictors of differences between Baby Boomers and Gen Ys in their propensity to self-medicate. Findings also suggest the importance of the role of a ‘powerful other’ such as a health-care provider in deterring consumer from self-medication.



中文翻译:

翻转剧本:消费者的自我药疗倾向

摘要

美国医疗保健辩论集中在几个宏观层面的因素上,以实现成本控制、普遍可及性和市场上的高质量交付。本研究从经验上探讨了消费者自我治疗倾向的驱动因素。研究结果表明,消费者对控制的需求是他们自我用药倾向的重要决定因素。具体而言,控制因素的健康轨迹是婴儿潮一代和 Y 一代在自我治疗倾向方面差异的重要预测因素。调查结果还表明,“强大的他人”(例如医疗保健提供者)在阻止消费者自我用药方面的作用非常重要。

更新日期:2021-01-19
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