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- Title
The Growing Threat of AIDS: How Marketers Must Respond.
- Authors
Hill, Ronald Paul
- Abstract
The author addresses the relationship between AIDS-related anxiety and the full range of consumer behavior activities. Relevant literature in the social sciences is summarized and a model of this relationship is posited. The model is used to explore consumers' potential reactions to the wide range of products that are expected to be introduced as the AIDS virus continues to spread into "mainstream" society. Differences in appropriate marketing-related practices are suggested on the premise that consumers may shift their focus, in part, from products designed to help them avoid contact with the AIDS virus to products designed to help them cope with the physical and emotional trauma of the disease.
- Subjects
AIDS &; psychology; ANXIETY; CONSUMER behavior; MARKETING strategy; COGNITIVE dissonance; SOCIAL science research; APPEAL to fear (Logical fallacy); AIDS &; mass media; MENTAL models theory (Communication); EMOTIONAL trauma
- Publication
Journal of Health Care Marketing, 1989, Vol 9, Issue 2, p5
- ISSN
0737-3252
- Publication type
Article