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Negative emotions and consumers’ preventive health behavior: a multi-method exploratory study

Negative emotions and consumers’ preventive health behavior: a multi-method exploratory study As the emotional/experiential aspect is still marginalized in the literature, this paper aims to explore the role of negative emotions associated with past experiences (PEs) in explaining the preventive health behavior (PHB) of the consumers with a chronic disease.Design/methodology/approachFrom the perspective of experiential marketing, a multi-method exploratory study was conducted among consumers with type 2 diabetes. The investigation process applied phenomenological interviews, visual projections and consumer diaries to adequately capture the emotional responses related to consumer experience of healthy diet behavior.FindingsThe results of a methodological triangulation show that the generation of negative emotions associated with PE with the PHB stimulates adopting healthy eating behavior rather than restraining it.Research limitations/implicationsThe multi-method protocol chosen for this experiential study is a response to the methodological requirements for a broader conception of consumer experience in the context of chronic diseases. This protocol can be used for further empirical investigation of emotional reactions experienced in consumer behavior in the broad sense.Practical implicationsManagerial implications are provided for health-care professionals on how to implement marketing strategies and practices based on the identified consumer profiles.Originality/valueThis study highlights the significant role of experienced emotional responses in explaining the adoption of the PHB and underlines that not all decisions are rational. It also contributes to the literature by specifying a mixed-method approach of data collection for deeper investigation of the consumer’s emotional responses to the health behavior experience. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Pharmaceutical and Healthcare Marketing Emerald Publishing

Negative emotions and consumers’ preventive health behavior: a multi-method exploratory study

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1750-6123
DOI
10.1108/ijphm-09-2019-0063
Publisher site
See Article on Publisher Site

Abstract

As the emotional/experiential aspect is still marginalized in the literature, this paper aims to explore the role of negative emotions associated with past experiences (PEs) in explaining the preventive health behavior (PHB) of the consumers with a chronic disease.Design/methodology/approachFrom the perspective of experiential marketing, a multi-method exploratory study was conducted among consumers with type 2 diabetes. The investigation process applied phenomenological interviews, visual projections and consumer diaries to adequately capture the emotional responses related to consumer experience of healthy diet behavior.FindingsThe results of a methodological triangulation show that the generation of negative emotions associated with PE with the PHB stimulates adopting healthy eating behavior rather than restraining it.Research limitations/implicationsThe multi-method protocol chosen for this experiential study is a response to the methodological requirements for a broader conception of consumer experience in the context of chronic diseases. This protocol can be used for further empirical investigation of emotional reactions experienced in consumer behavior in the broad sense.Practical implicationsManagerial implications are provided for health-care professionals on how to implement marketing strategies and practices based on the identified consumer profiles.Originality/valueThis study highlights the significant role of experienced emotional responses in explaining the adoption of the PHB and underlines that not all decisions are rational. It also contributes to the literature by specifying a mixed-method approach of data collection for deeper investigation of the consumer’s emotional responses to the health behavior experience.

Journal

International Journal of Pharmaceutical and Healthcare MarketingEmerald Publishing

Published: Mar 22, 2021

Keywords: Negative emotions; Experiential marketing; Past experiences; Multi-method study; Preventive health behavior

References