The adverse effect of doctors’ skepticism toward prescription drugs

Devon Johnson, Breagin K. Riley, Shintaro Sato

Research output: Contribution to journalArticle

1 Citation (Scopus)

Abstract

Purpose: This study examines the use of high-expertise sources such as doctors to sell dietary supplements and the use of skeptical statements toward approved drugs in the act of selling dietary supplements. Design/methodology/approach: The research questions are addressed by means of a scenario experiment that manipulated two independent variables: expertise (high- vs low-expertise) and skepticism toward prescription drugs (present vs absent). Findings: Surprisingly, skeptical statements from a low-expertise source toward a prescription drug made while selling dietary supplements was found to have an insignificant effect on selling effectiveness (willingness to recommend and perceived product effectiveness). However, when a high-expertise source (doctor) did the same, selling effectiveness was reduced. Research limitations/implications: The paper identifies a boundary condition for competitive selling claims of dietary supplements. Doctors are likely to get away with claims regarding the efficacy of dietary supplements until they criticize a more credible prescription drug in favor of supplements. Practical implications: Claims made by a low-expertise sources and high-expertise sources in the act of selling dietary supplements must be carefully considered. Conventional wisdom tactics may be ineffective. Originality/value: This paper uniquely demonstrates the role of competitive skepticism at different levels of expertise. The findings of this study suggest that managers, in especially the multi-level marketing industry, should reconsider some of their selling tactics.

Original languageEnglish
Pages (from-to)222-234
Number of pages13
JournalInternational Journal of Pharmaceutical and Healthcare Marketing
Volume11
Issue number3
DOIs
StatePublished - 1 Jan 2017

Fingerprint

Prescription Drugs
Dietary Supplements
Marketing
Research
Skepticism
Expertise
Doctors
Prescription drugs
Industry
Pharmaceutical Preparations

Keywords

  • Competitive selling
  • Dietary supplements
  • Doctors
  • Multi-level marketing
  • Scepticism

Cite this

@article{96df6ebe023841adbbafd8668604fdfb,
title = "The adverse effect of doctors’ skepticism toward prescription drugs",
abstract = "Purpose: This study examines the use of high-expertise sources such as doctors to sell dietary supplements and the use of skeptical statements toward approved drugs in the act of selling dietary supplements. Design/methodology/approach: The research questions are addressed by means of a scenario experiment that manipulated two independent variables: expertise (high- vs low-expertise) and skepticism toward prescription drugs (present vs absent). Findings: Surprisingly, skeptical statements from a low-expertise source toward a prescription drug made while selling dietary supplements was found to have an insignificant effect on selling effectiveness (willingness to recommend and perceived product effectiveness). However, when a high-expertise source (doctor) did the same, selling effectiveness was reduced. Research limitations/implications: The paper identifies a boundary condition for competitive selling claims of dietary supplements. Doctors are likely to get away with claims regarding the efficacy of dietary supplements until they criticize a more credible prescription drug in favor of supplements. Practical implications: Claims made by a low-expertise sources and high-expertise sources in the act of selling dietary supplements must be carefully considered. Conventional wisdom tactics may be ineffective. Originality/value: This paper uniquely demonstrates the role of competitive skepticism at different levels of expertise. The findings of this study suggest that managers, in especially the multi-level marketing industry, should reconsider some of their selling tactics.",
keywords = "Competitive selling, Dietary supplements, Doctors, Multi-level marketing, Scepticism",
author = "Devon Johnson and Riley, {Breagin K.} and Shintaro Sato",
year = "2017",
month = "1",
day = "1",
doi = "10.1108/IJPHM-08-2016-0041",
language = "English",
volume = "11",
pages = "222--234",
journal = "International Journal of Pharmaceutical and Healthcare Marketing",
issn = "1750-6123",
publisher = "Emerald Group Publishing Ltd.",
number = "3",

}

The adverse effect of doctors’ skepticism toward prescription drugs. / Johnson, Devon; Riley, Breagin K.; Sato, Shintaro.

In: International Journal of Pharmaceutical and Healthcare Marketing, Vol. 11, No. 3, 01.01.2017, p. 222-234.

Research output: Contribution to journalArticle

TY - JOUR

T1 - The adverse effect of doctors’ skepticism toward prescription drugs

AU - Johnson, Devon

AU - Riley, Breagin K.

AU - Sato, Shintaro

PY - 2017/1/1

Y1 - 2017/1/1

N2 - Purpose: This study examines the use of high-expertise sources such as doctors to sell dietary supplements and the use of skeptical statements toward approved drugs in the act of selling dietary supplements. Design/methodology/approach: The research questions are addressed by means of a scenario experiment that manipulated two independent variables: expertise (high- vs low-expertise) and skepticism toward prescription drugs (present vs absent). Findings: Surprisingly, skeptical statements from a low-expertise source toward a prescription drug made while selling dietary supplements was found to have an insignificant effect on selling effectiveness (willingness to recommend and perceived product effectiveness). However, when a high-expertise source (doctor) did the same, selling effectiveness was reduced. Research limitations/implications: The paper identifies a boundary condition for competitive selling claims of dietary supplements. Doctors are likely to get away with claims regarding the efficacy of dietary supplements until they criticize a more credible prescription drug in favor of supplements. Practical implications: Claims made by a low-expertise sources and high-expertise sources in the act of selling dietary supplements must be carefully considered. Conventional wisdom tactics may be ineffective. Originality/value: This paper uniquely demonstrates the role of competitive skepticism at different levels of expertise. The findings of this study suggest that managers, in especially the multi-level marketing industry, should reconsider some of their selling tactics.

AB - Purpose: This study examines the use of high-expertise sources such as doctors to sell dietary supplements and the use of skeptical statements toward approved drugs in the act of selling dietary supplements. Design/methodology/approach: The research questions are addressed by means of a scenario experiment that manipulated two independent variables: expertise (high- vs low-expertise) and skepticism toward prescription drugs (present vs absent). Findings: Surprisingly, skeptical statements from a low-expertise source toward a prescription drug made while selling dietary supplements was found to have an insignificant effect on selling effectiveness (willingness to recommend and perceived product effectiveness). However, when a high-expertise source (doctor) did the same, selling effectiveness was reduced. Research limitations/implications: The paper identifies a boundary condition for competitive selling claims of dietary supplements. Doctors are likely to get away with claims regarding the efficacy of dietary supplements until they criticize a more credible prescription drug in favor of supplements. Practical implications: Claims made by a low-expertise sources and high-expertise sources in the act of selling dietary supplements must be carefully considered. Conventional wisdom tactics may be ineffective. Originality/value: This paper uniquely demonstrates the role of competitive skepticism at different levels of expertise. The findings of this study suggest that managers, in especially the multi-level marketing industry, should reconsider some of their selling tactics.

KW - Competitive selling

KW - Dietary supplements

KW - Doctors

KW - Multi-level marketing

KW - Scepticism

UR - http://www.scopus.com/inward/record.url?scp=85029817773&partnerID=8YFLogxK

U2 - 10.1108/IJPHM-08-2016-0041

DO - 10.1108/IJPHM-08-2016-0041

M3 - Article

AN - SCOPUS:85029817773

VL - 11

SP - 222

EP - 234

JO - International Journal of Pharmaceutical and Healthcare Marketing

JF - International Journal of Pharmaceutical and Healthcare Marketing

SN - 1750-6123

IS - 3

ER -