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Chronic illness medication compliance: a liminal and contextual consumer journey

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Abstract

The consumer journey has drawn interest from marketers as an avenue to strengthen sales through managing touchpoints. However, a firm-centric view has produced limited models of the journey, particularly on consumers’ usage experiences over extended periods in everyday settings. We attempt to redress this limitation by studying the situated experiences of disadvantaged consumers endeavoring to comply with medication therapies for chronic hypertension. Our broad aim is to understand more fully the influences on and nature of the journey. We find that compliance is a liminal state of provisional actions shaped contextually by life spheres of meso-structural conditions, micro-individual factors, and interpretive sense-making practices. We contribute a novel, integrated, and nuanced journey framework beyond the detached, steadily progressive model predominant in the literature. Our paper ends with practice, theory, and policy implications for marketing and healthcare, including touchpoint strategies.

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Acknowledgements

The authors gratefully acknowledge funding of this study by the Dean’s Grant Program in the College of Business Administration at the University of Illinois at Chicago.

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Authors and Affiliations

  1. Bryan School of Business and Economics, University of North Carolina at Greensboro, 516 Stirling Street, 348 Bryan Building, Greensboro, NC, 27402, USA

    Cheryl Nakata

  2. Department of Management Studies, College of Business, University of Michigan-Dearborn, 151 FCS, Dearborn, MI, 48126, USA

    Elif Izberk-Bilgin

  3. Institute for Health Research and Policy, 463 Westside Research Office Building, 1747 West Roosevelt Road, Chicago, IL, 60608, USA

    Lisa Sharp

  4. Department of Pharmacy Systems, Outcomes, and Policy in the College of Pharmacy, University of Illinois at Chicago, 833 S. Wood Street (MC 871), Chicago, IL, 60612, USA

    Lisa Sharp

  5. Munich School of Management, Ludwig-Maximilians-Universität (LMU) München, Schellingstrasse 9, 80799, Munich, Germany

    Jelena Spanjol

  6. Department of Managerial Studies, College of Business Administration, University of Illinois at Chicago, 601 S. Morgan (MC 243), Chicago, IL, 60607, USA

    Anna Shaojie Cui

  7. College of Pharmacy, University of Illinois at Chicago, 833 S. Wood Street (MC 871), Chicago, IL, 60612, USA

    Stephanie Y. Crawford

  8. Department of Marketing & Supply Chain Management, University of Tennessee, 321 Stokely Management Center, 916 Volunteer Boulevard, Knoxville, TN, 37996-0530, USA

    Yazhen Xiao

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  1. Cheryl Nakata
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Correspondence to Cheryl Nakata.

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Nakata, C., Izberk-Bilgin, E., Sharp, L. et al. Chronic illness medication compliance: a liminal and contextual consumer journey. J. of the Acad. Mark. Sci. 47, 192–215 (2019). https://doi.org/10.1007/s11747-018-0618-1

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