The growing threat of AIDS: how marketers must respond.
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.
D000163:Acquired Immunodeficiency Syndrome / Q000523:psychology*; D001007:Anxiety; D003258:Consumer Behavior; D003275:Contraceptive Devices, Male / Q000706:statistics & numerical data; D003657:Decision Making; D005239:Fear; D006801:Humans; D008297:Male; D008389:Marketing of Health Services; D008962:Models, Theoretical; D010565:Persuasive Communication; D014481:United States