Cargando…
A renewable resource model of health decision-making: insights to improve health marketing
A primary goal of health marketing is to help people make healthy choices. The problem is that health decision-making is complex, and individuals often make unhealthy decisions even when healthy options are promoted. In this paper, we address this problem by integrating literature in marketing, psyc...
Autores principales: | , |
---|---|
Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Springer US
2021
|
Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8551663/ http://dx.doi.org/10.1007/s13162-021-00208-w |
_version_ | 1784591209006628864 |
---|---|
author | Lord Ferguson, Sarah Berthon, Pierre |
author_facet | Lord Ferguson, Sarah Berthon, Pierre |
author_sort | Lord Ferguson, Sarah |
collection | PubMed |
description | A primary goal of health marketing is to help people make healthy choices. The problem is that health decision-making is complex, and individuals often make unhealthy decisions even when healthy options are promoted. In this paper, we address this problem by integrating literature in marketing, psychology, economics, medicine, and health to develop a new conceptual model: Health as a Renewable Resource, that can be readily used by marketers to help people manage their health-impacting decision. It is apparent that people view health as, in part, renewable and fungible. Underpinning this, we argue that people have an implicit model of health, analogous to a reservoir. This reservoir can be filled or drained, such that trade-offs in health-impacting decisions can be made over time. The reservoir’s inputs and outputs are controlled by behavioral choices and unconscious processes including biological and environmental mechanisms. The practical and research applications of the model are outlined. |
format | Online Article Text |
id | pubmed-8551663 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2021 |
publisher | Springer US |
record_format | MEDLINE/PubMed |
spelling | pubmed-85516632021-10-28 A renewable resource model of health decision-making: insights to improve health marketing Lord Ferguson, Sarah Berthon, Pierre AMS Rev Theory/Conceptual A primary goal of health marketing is to help people make healthy choices. The problem is that health decision-making is complex, and individuals often make unhealthy decisions even when healthy options are promoted. In this paper, we address this problem by integrating literature in marketing, psychology, economics, medicine, and health to develop a new conceptual model: Health as a Renewable Resource, that can be readily used by marketers to help people manage their health-impacting decision. It is apparent that people view health as, in part, renewable and fungible. Underpinning this, we argue that people have an implicit model of health, analogous to a reservoir. This reservoir can be filled or drained, such that trade-offs in health-impacting decisions can be made over time. The reservoir’s inputs and outputs are controlled by behavioral choices and unconscious processes including biological and environmental mechanisms. The practical and research applications of the model are outlined. Springer US 2021-10-28 2022 /pmc/articles/PMC8551663/ http://dx.doi.org/10.1007/s13162-021-00208-w Text en © Academy of Marketing Science 2021 This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic. |
spellingShingle | Theory/Conceptual Lord Ferguson, Sarah Berthon, Pierre A renewable resource model of health decision-making: insights to improve health marketing |
title | A renewable resource model of health decision-making: insights to improve health marketing |
title_full | A renewable resource model of health decision-making: insights to improve health marketing |
title_fullStr | A renewable resource model of health decision-making: insights to improve health marketing |
title_full_unstemmed | A renewable resource model of health decision-making: insights to improve health marketing |
title_short | A renewable resource model of health decision-making: insights to improve health marketing |
title_sort | renewable resource model of health decision-making: insights to improve health marketing |
topic | Theory/Conceptual |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8551663/ http://dx.doi.org/10.1007/s13162-021-00208-w |
work_keys_str_mv | AT lordfergusonsarah arenewableresourcemodelofhealthdecisionmakinginsightstoimprovehealthmarketing AT berthonpierre arenewableresourcemodelofhealthdecisionmakinginsightstoimprovehealthmarketing AT lordfergusonsarah renewableresourcemodelofhealthdecisionmakinginsightstoimprovehealthmarketing AT berthonpierre renewableresourcemodelofhealthdecisionmakinginsightstoimprovehealthmarketing |