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Does Marketing Products as Remedies Create "Get Out of Jail Free Cards"?

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  • Lisa E. Bolton
  • Joel B. Cohen
  • Paul N. Bloom

Abstract

Our research investigates the marketing of preventive and curative "remedies" (products and services that offer ways of mitigating risk by decreasing either its likelihood or severity). Examples include debt consolidation loans and smoking cessation aids. Like risk-avoidance messages, advertisements for remedies aim to reduce risk-by advocating the use of the branded product or service promoted by the marketer. In a series of experiments, we demonstrate that remedy messages undermine risk perceptions and increase risky behavioral intentions as consumer problem status rises. Ironically, remedies undermine risk avoidance among those most at risk-a boomerang effect with negative consequences for consumer welfare. (c) 2006 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Lisa E. Bolton & Joel B. Cohen & Paul N. Bloom, 2006. "Does Marketing Products as Remedies Create "Get Out of Jail Free Cards"?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 71-81, June.
    • Handle: RePEc:oup:jconrs:v:33:y:2006:i:1:p:71-81
    DOI: 10.1086/504137
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    Cited by:

    1. MacFarlane, Douglas & Hurlstone, Mark J. & Ecker, Ullrich K.H., 2020. "Protecting consumers from fraudulent health claims: A taxonomy of psychological drivers, interventions, barriers, and treatments," Social Science & Medicine, Elsevier, vol. 259(C).
    2. Davis, Cassandra Denise & Burton, Scot, 2019. "Making bad look good: The counterpersuasive effects of natural labels on (dangerous) vice goods," Journal of Business Research, Elsevier, vol. 104(C), pages 271-282.
    3. Keongtae Kim & Jooyoung Park & Yang Pan & Kunpeng Zhang & Xiaoquan (Michael) Zhang, 2022. "Risk Disclosure in Crowdfunding," Information Systems Research, INFORMS, vol. 33(3), pages 1023-1041, September.
    4. Mancini, Christina & Shields, Ryan T., 2014. "Notes on a (sex crime) scandal: The impact of media coverage of sexual abuse in the Catholic Church on public opinion," Journal of Criminal Justice, Elsevier, vol. 42(2), pages 221-232.
    5. Mette, Frederike Monika Budiner & de Matos, Celso Augusto & Rohden, Simoni F. & Ponchio, Mateus Canniatti, 2019. "Explanatory mechanisms of the decision to buy on credit: The role of materialism, impulsivity and financial knowledge," Journal of Behavioral and Experimental Finance, Elsevier, vol. 21(C), pages 15-21.
    6. Martin, Ingrid M. & Kamins, Michael A. & Pirouz, Dante M. & Davis, Scott W. & Haws, Kelly L. & Mirabito, Ann M. & Mukherjee, Sayantani & Rapp, Justine M. & Grover, Aditi, 2013. "On the road to addiction: The facilitative and preventive roles of marketing cues," Journal of Business Research, Elsevier, vol. 66(8), pages 1219-1226.
    7. Wachenheim, Cheryl & Hovde, Scott & Hearne, Robert & Nganje, William, 2015. "Identifying Market Preferences for High Selenium Beef," Journal of Food Distribution Research, Food Distribution Research Society, vol. 46(3), pages 1-18, October.
    8. Cheryl Nakata & Elif Izberk-Bilgin & Lisa Sharp & Jelena Spanjol & Anna Shaojie Cui & Stephanie Y. Crawford & Yazhen Xiao, 2019. "Chronic illness medication compliance: a liminal and contextual consumer journey," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 192-215, March.
    9. Andreas C. Drichoutis & Rodolfo M. Nayga, Jr. & Panagiotis Lazaridis, 2009. "Can Nutritional Label Use Influence Body Weight Outcomes?," Kyklos, Wiley Blackwell, vol. 62(4), pages 500-525, November.
    10. Cheng-Po Lai, 2019. "Personality Traits and Stock Investment of Individuals," Sustainability, MDPI, vol. 11(19), pages 1-20, October.
    11. Phipps, Marcus & Ozanne, Lucie K. & Luchs, Michael G. & Subrahmanyan, Saroja & Kapitan, Sommer & Catlin, Jesse R. & Gau, Roland & Naylor, Rebecca Walker & Rose, Randall L. & Simpson, Bonnie & Weaver, , 2013. "Understanding the inherent complexity of sustainable consumption: A social cognitive framework," Journal of Business Research, Elsevier, vol. 66(8), pages 1227-1234.
    12. Eisenstein, Eric M., 2008. "Identity theft: An exploratory study with implications for marketers," Journal of Business Research, Elsevier, vol. 61(11), pages 1160-1172, November.
    13. Meltem Daysal, N. & Orsini, C., 2012. "Spillover Effects of Drug Safety Warnings on Health Behavior," Discussion Paper 2012-025, Tilburg University, Center for Economic Research.
    14. Steudner, Tobias, 2021. "The Effects of Positive Feelings and Arousal on Privacy Decision-Making," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238055, International Telecommunications Society (ITS).
    15. Chad M. Baum & Christian Gross, 2017. "Sustainability policy as if people mattered: developing a framework for environmentally significant behavioral change," Journal of Bioeconomics, Springer, vol. 19(1), pages 53-95, April.
    16. Fan Liu, 2019. "Does Identity Theft Insurance Undermine Risk Perceptions and Increase Risky Behavioral Intentions?," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 9(8), pages 926-935, August.
    17. Kaestner, Robert & Darden, Michael & Lakdawalla, Darius, 2014. "Are investments in disease prevention complements? The case of statins and health behaviors," Journal of Health Economics, Elsevier, vol. 36(C), pages 151-163.

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