Mapping Out Marketing

ENTRY #39     What factors influence over-consumption and how can marketers use this information to improve customers’ wellbeing?

Maura L. Scott

Madeline Duncan Rolland Associate Professor of Business Administration, Florida State University

Every day, individuals encounter numerous factors that influence their over-consumption of products and services, and this can affect their health and well-being. The focus on consumer well-being is part of an emerging area in marketing called Transformative Consumer Research. I examine these phenomena using field and laboratory experiments to provide new theoretical insights relevant to other scholars, ...