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Conversations about conducting marketing research in mental health

Jane E. Machin (Department of Marketing, Radford University, Radford, Virginia, USA)
Teri Brister (National Alliance on Mental Illness, Arlington, Virginia, USA)
Robert M. Bossarte (Department of Psychiatry and Behavioral Neuroscience, University of South Florida, Tampa, Florida, USA)
Jenna Drenten (Department of Marketing, Loyola University Chicago, Chicago, Illinois, USA)
Ronald Paul Hill (Department of Marketing, American University, Washington, District of Columbia, USA)
Deborah L. Holland (Office of the Vice Provost for Research, Baylor University, Waco, Texas, USA)
Maria Martik (Department of Psychiatry and Behavioral Neuroscience, University of South Florida, Tampa, Florida, USA)
Mark Mulder (Department of Marketing, Pacific Lutheran University, Tacoma, Washington, USA)
Maria Martik (Department of Psychiatry and Behavioral Neuroscience, University of South Florida, Tampa, Florida, USA)
Madhubalan Viswanathan (Department of Marketing, Loyola Marymount University, Los Angeles, California, USA)
Marie A. Yeh (Department of Marketing, Loyola University Maryland, Baltimore, Maryland, USA)
Ann M. Mirabito (Department of Marketing, Baylor University, Waco, Texas, USA)
Justine Rapp Farrell (Department of Marketing, University of San Diego, San Diego, California, USA)
Elizabeth Crosby (Department of Marketing, University of Wisconsin-La Crosse, La Crosse, Wisconsin, USA)
Natalie Ross Adkins (Department of Marketing, Drake University, Des Moines, Iowa, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 7 June 2022

Issue publication date: 19 August 2022

905

Abstract

Purpose

The purpose of this paper is to inspire research at the intersection of marketing and mental health. Marketing academics have much to offer – and much to learn from – research on consumer mental health. However, the context, terminology and setting may prove intimidating to marketing scholars unfamiliar with this vulnerable population. Here, experienced researchers offer guidance for conducting compelling research that not only applies marketing frameworks to the mental health industry but also uses this unique context to deepen our understanding of all consumers.

Design/methodology/approach

Common concerns about conducting marketing research in the area of mental health were circulated to researchers experienced working with vulnerable populations. Their thoughtful responses are reported here, organized around the research cycle.

Findings

Academics and practitioners offer insights into developing compelling research questions at the intersection of marketing and mental health, strategies to identify relevant populations to research and guidance for safe and ethical research design, conduct and publication.

Originality/value

To the best of the authors’ knowledge, this is the first instructional paper to provide practical advice to begin and maintain a successful research agenda at the intersection of mental health and marketing.

Keywords

Acknowledgements

Erratum: It has come to the attention of the publisher that the article, Jane E. Machin, Teri Brister, Robert M. Bossarte, Jenna Drenten, Ronald Paul Hill, Deborah L. Holland, Maria Martik, Mark Mulder Madhubalan Viswanathan, Marie A. Yeh, Ann M. Mirabito, Justine Rapp Farrell, Elizabeth Crosby and Natalie Ross Adkins “Conversations about conducting marketing research in mental health”, published in Journal of Consumer Marketing, Vol. 39 No. 6, pp. 569-578 omitted the author Mark Mulder. This error was introduced in the editorial process and has now been corrected in the online version. The publisher sincerely apologises for this error and for any inconvenience caused.

Citation

Machin, J.E., Brister, T., Bossarte, R.M., Drenten, J., Hill, R.P., Holland, D.L., Martik, M., Mulder, M., Martik, M., Viswanathan, M., Yeh, M.A., Mirabito, A.M., Rapp Farrell, J., Crosby, E. and Ross Adkins, N. (2022), "Conversations about conducting marketing research in mental health", Journal of Consumer Marketing, Vol. 39 No. 6, pp. 569-578. https://doi.org/10.1108/JCM-02-2022-5212

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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