Transforming Consumer Health
1Emma Eccles Jones Professor of Marketing, University of Utah.
Debra.Scammon@business.utah.eduPunam A. Keller, 2
2Professor of Marketing, Dartmouth College.
Punam.Keller@tuck.dartmouth.eduPia A. Albinsson, 3
3Assistant Professor of Marketing, Appalachian State University.
albinssonpa@appstate.eduShalini Bahl, 4
4Principal Consultant, iAM Business Consulting.
shalini@iam-bc.comJesse R. Catlin, 5
5Doctoral student, University of California, Irvine.
jcatlin@uci.eduKelly L. Haws, 6
6Assistant Professor of Marketing, Texas A&M University.
khaws@mays.tamu.eduJeremy Kees, 7
7Assistant Professor of Marketing, Villanova University.
jkees@villanova.eduTracey King, 8
8Assistant Professor of Marketing, American University.
traceyk@american.eduElizabeth Gelfand Miller, 9
9Assistant Professor of Marketing, Boston College.
milleliz@bc.eduAnn M. Mirabito, 10
10Assistant Professor of Marketing, Baylor University.
Ann_Mirabito@baylor.eduPaula C. Peter, 11
11Assistant Professor of Marketing, San Diego State University.
ppeter@mail.sdsu.eduRobert M. Schindler12
12Professor of Marketing, Rutgers University–Camden.
rschindl@camden.rutgers.eduAbstract
The 2010 Patient Protection and Affordable Care Act is intended to transform the U.S. health care system. Its success will require the transformation of consumers' views about health and their willingness to participate in healthful behaviors. Focusing on three barriers to consumers' engagement in healthful behaviors, the authors review the research literature and suggest opportunities for further research. Using a social marketing perspective, they suggest actions for health care providers, marketers, and policy makers to help overcome these barriers.