Flipping the script: Consumers' propensity for self-medication. Issue 4 (2nd October 2021)

• Record Type: Journal Article
• Authors: Rajamma, Rajasree K.; Paswan, Audhesh K.; Pelton, Lou E.
• Is Part Of: Journal of marketing theory and practice. Volume 29:Issue 4(2021)
• Page Start: 448
• Page End: 462
• Publication Date: 2021-10-02
• Subjects: Marketing -- Periodicals; Marketing research -- Periodicals; Marketing -- Périodiques; Marketing -- Recherche -- Périodiques; Marketing; Marketing research; Periodicals; 658.8005
• DOI: 10.1080/10696679.2020.1870240
• Languages: English
• ISSNs: 1069-6679

Abstract

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.