Improving marketing strategies for wellness.
The authors address the following questions in a research study and propose six hypotheses: Does the desire for exuberant well-being, perceived threat to health, or a combination of both best explain wellness behavior? Threat is the stronger motivation for wellness behavior, followed closely by the desire for exuberant well-being. The authors present a thorough discussion of the implications of such findings for health care organization managers and marketers.
Murrow
J L
JL
Breech School of Business Administration, Drury College, Springfield, MO, USA.
Welch
J
J
D001294:Attitude to Health; D003625:Data Collection / Q000379:methods; D015438:Health Behavior; D006293:Health Promotion / Q000458:organization & administration*; D006801:Humans; D008019:Life Style; D008389:Marketing of Health Services / Q000592:standards*; D008960:Models, Psychological; D011581:Psychological Tests; D011795:Surveys and Questionnaires; D014481:United States