The Good Death: The Interplay Between Group Dynamics, End of Life Decision Making, and Creative Consumption

Abstract

Background Although death is a primary motivator of behavior, it is not widely studied in marketing. Focus of the Article Through case analysis, integration of literature, and in-depth interviews of terminally ill patients, we explore the factors that change the consumption of medical treatment and the social issues that arise between themselves and other key stakeholders. Research Question What variables impact the decision-making process of terminally ill patients who choose to use an illegal treatment option? Program Design/Approach We explore the factors influencing consumption practices at the end of life through case analysis, literature integration, and in-depth interviews of terminally ill patients. Importance to Social Marketing Field This research gives social marketers a rare glimpse into the mind of the consumer at a pivotal moment of consumption end-of-life. Our exploration shows that when the conventional medical system fails, medical consumers engage in creative consumption patterns. Understanding these patterns allows social marketers to better understand and engage with terminally or chronically ill consumers. Methods This is a qualitative study using in-depth interviews. Results This study found that having an intimate relationship with mortality eliminates or weakens the constraints of cultural institutions and social groups as a part of the decision-making process.