The good death: The interplay between group dynamics, end of life decision making, and creative consumption

IF 2.3 Q3 BUSINESS Social Marketing Quarterly Pub Date : 2024-07-21 DOI:10.1177/15245004241264349
Casey Rockwell, Lenita Davis, Noelle Butski
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Abstract

BackgroundAlthough death is a primary motivator of behavior, it is not widely studied in marketing.Focus of the ArticleThrough case analysis, integration of literature, and in-depth interviews of terminally ill patients, we explore the factors that change the consumption of medical treatment and the social issues that arise between themselves and other key stakeholders.Research QuestionWhat variables impact the decision-making process of terminally ill patients who choose to use an illegal treatment option?Program Design/ApproachWe explore the factors influencing consumption practices at the end of life through case analysis, literature integration, and in-depth interviews of terminally ill patients.Importance to Social Marketing FieldThis research gives social marketers a rare glimpse into the mind of the consumer at a pivotal moment of consumption end-of-life. Our exploration shows that when the conventional medical system fails, medical consumers engage in creative consumption patterns. Understanding these patterns allows social marketers to better understand and engage with terminally or chronically ill consumers.MethodsThis is a qualitative study using in-depth interviews.ResultsThis study found that having an intimate relationship with mortality eliminates or weakens the constraints of cultural institutions and social groups as a part of the decision-making process.
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美好的死亡群体动力、临终决策和创意消费之间的相互作用
文章重点通过案例分析、文献整合以及对临终病人的深入访谈,我们探讨了改变医疗消费的因素,以及他们与其他关键利益相关者之间产生的社会问题。研究问题哪些变量会影响选择非法治疗方案的临终病人的决策过程?方案设计/方法我们通过案例分析、文献整合以及对临终病人的深入访谈,探讨了影响临终消费行为的因素。对社会营销领域的重要性这项研究让社会营销人员难得地窥见了消费者在临终消费关键时刻的心理。我们的探索表明,当传统医疗体系失效时,医疗消费者会采取创造性的消费模式。了解了这些模式,社会营销人员就能更好地理解临终或慢性病消费者,并与他们进行互动。结果本研究发现,与死亡的亲密关系消除或削弱了文化机构和社会团体在决策过程中的制约因素。
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来源期刊
CiteScore
4.30
自引率
16.70%
发文量
21
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