No rest for the wicked

the epidemic life cycle of wicked consumer behavior

Matthias Koch, Davide Christian Orazi

Research output: Contribution to journalArticleResearchpeer-review

5 Citations (Scopus)

Abstract

Wicked consumption behavior, namely the inflated consumption of unhealthy commodities such as tobacco and soft drinks, constitutes a leading risk for noncommunicable diseases including cancer and diabetes. Despite the fatal impact of wicked consumption on societal welfare, both the social marketing literature and the public policy literature lack a systematic framework capturing the unfolding of the wicked consumption cycle and providing guidance on when and how to intervene upstream. Drawing on historical data on tobacco and soft drink consumption in the U.S., we propose a four-stage epidemic life cycle of wicked consumer behavior. The biological and habitual factors that make different types of wicked consumption appealing to consumers are reinforced by the marketing activities of the manufacturers. To overcome the strong resistance posed by habitual wicked consumption, we articulate a typology of upstream intervention parameters and provide guidance on when and how to intervene depending on the desired long-term equilibrium.

Original languageEnglish
Pages (from-to)356-368
Number of pages13
JournalJournal of Macromarketing
Volume37
Issue number4
DOIs
Publication statusPublished - 1 Dec 2017

Keywords

  • epidemic life cycle
  • macromarketing
  • obesity
  • policy
  • social marketing
  • upstream intervention
  • wicked consumer behavior

Cite this

@article{629fd71e969748cda1a906f528498c09,
title = "No rest for the wicked: the epidemic life cycle of wicked consumer behavior",
abstract = "Wicked consumption behavior, namely the inflated consumption of unhealthy commodities such as tobacco and soft drinks, constitutes a leading risk for noncommunicable diseases including cancer and diabetes. Despite the fatal impact of wicked consumption on societal welfare, both the social marketing literature and the public policy literature lack a systematic framework capturing the unfolding of the wicked consumption cycle and providing guidance on when and how to intervene upstream. Drawing on historical data on tobacco and soft drink consumption in the U.S., we propose a four-stage epidemic life cycle of wicked consumer behavior. The biological and habitual factors that make different types of wicked consumption appealing to consumers are reinforced by the marketing activities of the manufacturers. To overcome the strong resistance posed by habitual wicked consumption, we articulate a typology of upstream intervention parameters and provide guidance on when and how to intervene depending on the desired long-term equilibrium.",
keywords = "epidemic life cycle, macromarketing, obesity, policy, social marketing, upstream intervention, wicked consumer behavior",
author = "Matthias Koch and Orazi, {Davide Christian}",
year = "2017",
month = "12",
day = "1",
doi = "10.1177/0276146717715745",
language = "English",
volume = "37",
pages = "356--368",
journal = "Journal of Macromarketing",
issn = "0276-1467",
publisher = "SAGE Publications Ltd",
number = "4",

}

No rest for the wicked : the epidemic life cycle of wicked consumer behavior. / Koch, Matthias; Orazi, Davide Christian.

In: Journal of Macromarketing, Vol. 37, No. 4, 01.12.2017, p. 356-368.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - No rest for the wicked

T2 - the epidemic life cycle of wicked consumer behavior

AU - Koch, Matthias

AU - Orazi, Davide Christian

PY - 2017/12/1

Y1 - 2017/12/1

N2 - Wicked consumption behavior, namely the inflated consumption of unhealthy commodities such as tobacco and soft drinks, constitutes a leading risk for noncommunicable diseases including cancer and diabetes. Despite the fatal impact of wicked consumption on societal welfare, both the social marketing literature and the public policy literature lack a systematic framework capturing the unfolding of the wicked consumption cycle and providing guidance on when and how to intervene upstream. Drawing on historical data on tobacco and soft drink consumption in the U.S., we propose a four-stage epidemic life cycle of wicked consumer behavior. The biological and habitual factors that make different types of wicked consumption appealing to consumers are reinforced by the marketing activities of the manufacturers. To overcome the strong resistance posed by habitual wicked consumption, we articulate a typology of upstream intervention parameters and provide guidance on when and how to intervene depending on the desired long-term equilibrium.

AB - Wicked consumption behavior, namely the inflated consumption of unhealthy commodities such as tobacco and soft drinks, constitutes a leading risk for noncommunicable diseases including cancer and diabetes. Despite the fatal impact of wicked consumption on societal welfare, both the social marketing literature and the public policy literature lack a systematic framework capturing the unfolding of the wicked consumption cycle and providing guidance on when and how to intervene upstream. Drawing on historical data on tobacco and soft drink consumption in the U.S., we propose a four-stage epidemic life cycle of wicked consumer behavior. The biological and habitual factors that make different types of wicked consumption appealing to consumers are reinforced by the marketing activities of the manufacturers. To overcome the strong resistance posed by habitual wicked consumption, we articulate a typology of upstream intervention parameters and provide guidance on when and how to intervene depending on the desired long-term equilibrium.

KW - epidemic life cycle

KW - macromarketing

KW - obesity

KW - policy

KW - social marketing

KW - upstream intervention

KW - wicked consumer behavior

UR - http://www.scopus.com/inward/record.url?scp=85033401293&partnerID=8YFLogxK

U2 - 10.1177/0276146717715745

DO - 10.1177/0276146717715745

M3 - Article

VL - 37

SP - 356

EP - 368

JO - Journal of Macromarketing

JF - Journal of Macromarketing

SN - 0276-1467

IS - 4

ER -