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Article
Publication date: 23 December 2020

Manel Ben Ayed and Nibrass El Aoud

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…

Abstract

Purpose

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/approach

From 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.

Findings

The 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/implications

The 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 implications

Managerial implications are provided for health-care professionals on how to implement marketing strategies and practices based on the identified consumer profiles.

Originality/value

This 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.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1750-6123

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