The Perils of Marketing Weight Management Remedies and the Role of Consumer Knowledge

LE Bolton, Amit Bhattacharjee, AM Reed

Research output: Contribution to journalArticleAcademicpeer-review

15 Citations (Scopus)

Abstract

This research explores the impact of weight-management remedy marketing on healthy lifestyle behaviors. Three studies demonstrate that exposure to drug (but not supplement) marketing for weight management encourages unhealthy consumer behavior as a result of consumers' reliance on erroneous beliefs about health remedies. The authors explore the possible mitigating role of two dimensions of healthy literacy: nutrition knowledge and remedy knowledge. Whether measured or manipulated, the results show remedy knowledge to be more effective than nutrition knowledge at lessening the effect of weight-management drug marketing on unhealthy behavior. The authors close with a discussion of the theoretical and substantive implications of this research for consumer welfare.
Original languageEnglish
Pages (from-to)50-62
Number of pages13
JournalJournal of Public Policy and Marketing
Volume34
Issue number1
DOIs
Publication statusPublished - 2015

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