Paula Fitzgerald | Wvu - Academia.edu (original) (raw)
Papers by Paula Fitzgerald
Journal of Public Policy & Marketing, 2020
The COVID-19 pandemic placed a heavy weight on a trilliondollar global pharmaceutical industry al... more The COVID-19 pandemic placed a heavy weight on a trilliondollar global pharmaceutical industry already struggling under the opioid crisis and pricing controversies. Although the drug development process typically takes ten or more years, the urgency of COVID-19 forced government regulators to shed tradition for flexibility. The race for effective treatments and care reveals knowledge gaps for marketing scholars to fill, enabling us to play a more positive role in future crises. We highlight three of these gaps: (1) confusion arising from off-label prescribing and emergency use authorization (EUA), (2) consumer access to testing, and (3) pharmaceutical supply chain issues.
Journal of Services Marketing, 1991
Abstract: Examines the mature market, defined as consumers age 50 years or older, and reviews 33 ... more Abstract: Examines the mature market, defined as consumers age 50 years or older, and reviews 33 segmentation methods for the mature market and identifies five key segmentation criteria: discretionary income, health, activity level, discretionary time, and ...
Journal of Public Policy & Marketing
Journal of Public Policy & Marketing
As more states legalize marijuana, policy makers are left with a “brave new world” and little dir... more As more states legalize marijuana, policy makers are left with a “brave new world” and little direction regarding how to navigate this burgeoning marketplace. Comparisons to currently controlled substances such as alcohol and tobacco are helpful but incomplete, as consumers use and distribute cannabis differently than these products, and these products have a different physical and psychological impact on consumers. As a result, states have taken diverse approaches with regard to medicinal and recreational cannabis legalization. The current public policy regarding cannabis legalization lacks a clear framework and can be uniquely informed by marketing and public policy researchers. The purpose of this article is to provide a solid starting place for these conversations and to offer ideas about scholarly efforts and research opportunities.
Journal of Consumer Marketing
Journal of Public Policy & Marketing
Journal of Public Policy & Marketing
Two judgments are at the heart of the controversy surrounding state-level religious freedom legis... more Two judgments are at the heart of the controversy surrounding state-level religious freedom legislation and for-profit firms. For some, firms choosing to limit product/service access due to the owner's religious beliefs are viewed as appropriately asserting their First Amendment rights to religious freedom. Others posit that such laws legalize discrimination. The authors offer a theory in which homophily mediates consumers' perceptions of a firm that chooses to exercise its religious convictions in the for-profit market, and an orthodox worldview moderates this relationship. When these practices are perceived to be discriminatory, there is a strong negative effect on behavior intentions; however, perceptions that the firm is appropriately asserting religious freedoms are unlikely to increase customer traffic. The authors examine the policy implications from these investigations for states and local municipalities.
Journal of Global Scholars of Marketing Science
Http Dx Doi Org 10 1080 07359683 2012 652575, 2012
This research examines consumer choice in Medicaid insurance plans. As part of the 2005 Federal D... more This research examines consumer choice in Medicaid insurance plans. As part of the 2005 Federal Deficit Reduction Act, a number of states have implemented new Medicaid programs targeted to a subset of the Medicaid population. These programs offer consumers a choice of plans and this research examines consumer choice in one state's program. As part of a broader survey, participants were given the opportunity to explain, in their own words, why they selected their plan. We systematically interpret this qualitative data and then develop a series of propositions relating to Medicaid health care plan choice and marketing/public policy issues surrounding this choice.
International Journal of Pharmaceutical and Healthcare Marketing, 2016
Purpose Off-label drug prescribing by healthcare providers is a growing practice. Yet, the US Foo... more Purpose Off-label drug prescribing by healthcare providers is a growing practice. Yet, the US Food and Drug Administration bans the marketing of drugs for off-label uses. In recent years, legal challenges by the pharmaceutical industry have chipped away government restrictions on off-label drug promotion. Although the changing legal landscape has been discussed, this paper aims to examine how key stakeholders and policy-makers might interact to provide a more transparent marketing environment for off-label drug discussions in the patient–provider relationship. Design/methodology/approach Drawing on a variety of sources, the authors assess the current marketing landscape of off-label drugs and some of the issues that challenge the healthcare provider–patient relationship. The authors then examine opportunities to improve the off-label promotion environment and the relevant decision-making theories that key stakeholders need to consider when formulating marketing efforts and policies....
American journal of public health, 2015
The Health Insurance Marketplace was designed to increase the affordability of health insurance. ... more The Health Insurance Marketplace was designed to increase the affordability of health insurance. The success of the marketplace depends on people's awareness and use of it. In a statewide mail survey of West Virginians, we found that respondents' awareness of the West Virginia Health Insurance Marketplace increased from 2013 to 2014. However, large percentages of respondents continued to be unaware of the availability of federal subsidies and were unsure of their personal eligibility for these subsidies. It is essential that awareness and enrollment efforts continue and that they be expanded in novel ways to continue growth in access to health insurance through the marketplace.
Journal of Consumer Affairs, 2015
Journal of public health management and practice : JPHMP
Millions of Americans have access to health insurance through new health insurance marketplaces. ... more Millions of Americans have access to health insurance through new health insurance marketplaces. To serve the uninsured and underinsured populations, it is vital that key stakeholders put into place robust policy evaluation processes to capture data and provide timely feedback regarding exchange functions. This article lays a foundation for policy evaluation that includes health outcomes, economic outcomes, and consumer processes and perceptions. The evaluation methods outlined are easily adaptable to state, federal, and partnership marketplaces. The article provides a road map for insurance marketplace evaluation at any level and encourages a consistent approach that allows comparison across various marketplaces.
Population Health Management, 2014
Abstract The objective of this study is to examine the level of awareness of and interest in the ... more Abstract The objective of this study is to examine the level of awareness of and interest in the Health Insurance Marketplace in West Virginia. Primary survey data were collected in July/August 2013 from a stratified sampling of West Virginians. A mailed survey was completed by respondents in a cross-sectional study. Key variables included general awareness of the Health Insurance Marketplace and the availability of subsidies, the individual mandate, interest in using the Marketplace, and perceptions of respondents' ability to qualify for financial assistance. A total of 6000 surveys were mailed containing a 9-page questionnaire; 1198 completed surveys were returned. Two months prior to launch, awareness of the Health Insurance Marketplace was low in West Virginia, yet interest in the Marketplace was higher among those most likely to benefit-the uninsured and residents likely to qualify for financial subsidies. West Virginians reported being familiar with the individual mandate. Efforts should be increased among government and nongovernment organizations at the federal, state, and local levels to heighten awareness of the Health Insurance Marketplace in West Virginia and, particularly, the availability of subsidies. Many, once made aware, expressed interest in learning more. (Population Health Management 2014;xx:xxx-xxx).
Psychology and Marketing, 2008
A critical requirement of direct-to-consumer (DTC) drug promotion on the Internet is the concept ... more A critical requirement of direct-to-consumer (DTC) drug promotion on the Internet is the concept of fair balance. This means that prescription drug Web sites should provide an accurate, balanced portrayal of the risks relative to the benefits of using prescription medications. However, one of the most pervasive findings in consumer research is that risk perceptions are often not aligned with the actual risk a consumer faces. This study examines the impact of certain presentation formats and types of risk information provided on a pharmaceutical Web site and the effect on consumers' perceptions of risk and fair balance. We find evidence of a bias of omission; that is, the risks of treating a health condition using a hypothetical prescription drug were perceived to be greater than the risk of
Marketing Letters, 2009
Supplement and food manufacturers are permitted to make certain health claims from emerging scien... more Supplement and food manufacturers are permitted to make certain health claims from emerging science on package labels, provided that a qualifier which indicates the strength of science supporting the claim is used. The Food and Drug Administration has proposed four levels of strength of science; however, the research to date has demonstrated that consumers cannot distinguish between these four levels. The current study tests whether iconic and comparative representations are effective at conveying strength of science. We find that both displays are effective and that consumers' perceptions of level of science are significantly influenced by industry trust and processing involvement. Keywords Dietary supplements. Package labeling. Health claims. Qualifiers. Qualified health claims The year 1999 is one that made regulatory history as the Pearson v. Shalala (1999) decision was handed down. For the first time, judges questioned the Food and Drug Administration's authority to control speech. Specifically, the Circuit Court reprimanded the Food and Drug Administration's (FDA) reluctance to allow health claims (i.e., claims that a particular food component may reduce the risk of a particular disease, such as "Lycopene reduces the risk of certain cancers") on dietary supplements. The Court decided that FDA stifles free speech when it disallows health claims that fail to meet the significant scientific agreement regarding the relationship between a particular supplement (e.g., selenium) and a particular disease (e.g., cancer), since firms have a right to provide information from emerging science. The judges believed that qualified health claims from emerging science would not
Journal of Public Policy & Marketing, 2008
Abstract Stigma is a concept that marketers frequently and casually use, but it is underexplored ... more Abstract Stigma is a concept that marketers frequently and casually use, but it is underexplored as a theoretical construct. The authors propose a theory of stigma that identifies it as a formative construct associated with perceptions of deviance and ...
Journal of Public Policy & Marketing, 2012
... Pam Scholder Ellen is Associate Professor of Marketing, Georgia State University (e-mail: pel... more ... Pam Scholder Ellen is Associate Professor of Marketing, Georgia State University (e-mail: pellen@gsu.edu). Joshua L. Wiener is Professor of Marketing, Spears School of Business, Oklahoma State University (e-mail: Josh.wiener@okstate.edu). ...
Journal of Public Policy & Marketing, 2020
The COVID-19 pandemic placed a heavy weight on a trilliondollar global pharmaceutical industry al... more The COVID-19 pandemic placed a heavy weight on a trilliondollar global pharmaceutical industry already struggling under the opioid crisis and pricing controversies. Although the drug development process typically takes ten or more years, the urgency of COVID-19 forced government regulators to shed tradition for flexibility. The race for effective treatments and care reveals knowledge gaps for marketing scholars to fill, enabling us to play a more positive role in future crises. We highlight three of these gaps: (1) confusion arising from off-label prescribing and emergency use authorization (EUA), (2) consumer access to testing, and (3) pharmaceutical supply chain issues.
Journal of Services Marketing, 1991
Abstract: Examines the mature market, defined as consumers age 50 years or older, and reviews 33 ... more Abstract: Examines the mature market, defined as consumers age 50 years or older, and reviews 33 segmentation methods for the mature market and identifies five key segmentation criteria: discretionary income, health, activity level, discretionary time, and ...
Journal of Public Policy & Marketing
Journal of Public Policy & Marketing
As more states legalize marijuana, policy makers are left with a “brave new world” and little dir... more As more states legalize marijuana, policy makers are left with a “brave new world” and little direction regarding how to navigate this burgeoning marketplace. Comparisons to currently controlled substances such as alcohol and tobacco are helpful but incomplete, as consumers use and distribute cannabis differently than these products, and these products have a different physical and psychological impact on consumers. As a result, states have taken diverse approaches with regard to medicinal and recreational cannabis legalization. The current public policy regarding cannabis legalization lacks a clear framework and can be uniquely informed by marketing and public policy researchers. The purpose of this article is to provide a solid starting place for these conversations and to offer ideas about scholarly efforts and research opportunities.
Journal of Consumer Marketing
Journal of Public Policy & Marketing
Journal of Public Policy & Marketing
Two judgments are at the heart of the controversy surrounding state-level religious freedom legis... more Two judgments are at the heart of the controversy surrounding state-level religious freedom legislation and for-profit firms. For some, firms choosing to limit product/service access due to the owner's religious beliefs are viewed as appropriately asserting their First Amendment rights to religious freedom. Others posit that such laws legalize discrimination. The authors offer a theory in which homophily mediates consumers' perceptions of a firm that chooses to exercise its religious convictions in the for-profit market, and an orthodox worldview moderates this relationship. When these practices are perceived to be discriminatory, there is a strong negative effect on behavior intentions; however, perceptions that the firm is appropriately asserting religious freedoms are unlikely to increase customer traffic. The authors examine the policy implications from these investigations for states and local municipalities.
Journal of Global Scholars of Marketing Science
Http Dx Doi Org 10 1080 07359683 2012 652575, 2012
This research examines consumer choice in Medicaid insurance plans. As part of the 2005 Federal D... more This research examines consumer choice in Medicaid insurance plans. As part of the 2005 Federal Deficit Reduction Act, a number of states have implemented new Medicaid programs targeted to a subset of the Medicaid population. These programs offer consumers a choice of plans and this research examines consumer choice in one state's program. As part of a broader survey, participants were given the opportunity to explain, in their own words, why they selected their plan. We systematically interpret this qualitative data and then develop a series of propositions relating to Medicaid health care plan choice and marketing/public policy issues surrounding this choice.
International Journal of Pharmaceutical and Healthcare Marketing, 2016
Purpose Off-label drug prescribing by healthcare providers is a growing practice. Yet, the US Foo... more Purpose Off-label drug prescribing by healthcare providers is a growing practice. Yet, the US Food and Drug Administration bans the marketing of drugs for off-label uses. In recent years, legal challenges by the pharmaceutical industry have chipped away government restrictions on off-label drug promotion. Although the changing legal landscape has been discussed, this paper aims to examine how key stakeholders and policy-makers might interact to provide a more transparent marketing environment for off-label drug discussions in the patient–provider relationship. Design/methodology/approach Drawing on a variety of sources, the authors assess the current marketing landscape of off-label drugs and some of the issues that challenge the healthcare provider–patient relationship. The authors then examine opportunities to improve the off-label promotion environment and the relevant decision-making theories that key stakeholders need to consider when formulating marketing efforts and policies....
American journal of public health, 2015
The Health Insurance Marketplace was designed to increase the affordability of health insurance. ... more The Health Insurance Marketplace was designed to increase the affordability of health insurance. The success of the marketplace depends on people's awareness and use of it. In a statewide mail survey of West Virginians, we found that respondents' awareness of the West Virginia Health Insurance Marketplace increased from 2013 to 2014. However, large percentages of respondents continued to be unaware of the availability of federal subsidies and were unsure of their personal eligibility for these subsidies. It is essential that awareness and enrollment efforts continue and that they be expanded in novel ways to continue growth in access to health insurance through the marketplace.
Journal of Consumer Affairs, 2015
Journal of public health management and practice : JPHMP
Millions of Americans have access to health insurance through new health insurance marketplaces. ... more Millions of Americans have access to health insurance through new health insurance marketplaces. To serve the uninsured and underinsured populations, it is vital that key stakeholders put into place robust policy evaluation processes to capture data and provide timely feedback regarding exchange functions. This article lays a foundation for policy evaluation that includes health outcomes, economic outcomes, and consumer processes and perceptions. The evaluation methods outlined are easily adaptable to state, federal, and partnership marketplaces. The article provides a road map for insurance marketplace evaluation at any level and encourages a consistent approach that allows comparison across various marketplaces.
Population Health Management, 2014
Abstract The objective of this study is to examine the level of awareness of and interest in the ... more Abstract The objective of this study is to examine the level of awareness of and interest in the Health Insurance Marketplace in West Virginia. Primary survey data were collected in July/August 2013 from a stratified sampling of West Virginians. A mailed survey was completed by respondents in a cross-sectional study. Key variables included general awareness of the Health Insurance Marketplace and the availability of subsidies, the individual mandate, interest in using the Marketplace, and perceptions of respondents' ability to qualify for financial assistance. A total of 6000 surveys were mailed containing a 9-page questionnaire; 1198 completed surveys were returned. Two months prior to launch, awareness of the Health Insurance Marketplace was low in West Virginia, yet interest in the Marketplace was higher among those most likely to benefit-the uninsured and residents likely to qualify for financial subsidies. West Virginians reported being familiar with the individual mandate. Efforts should be increased among government and nongovernment organizations at the federal, state, and local levels to heighten awareness of the Health Insurance Marketplace in West Virginia and, particularly, the availability of subsidies. Many, once made aware, expressed interest in learning more. (Population Health Management 2014;xx:xxx-xxx).
Psychology and Marketing, 2008
A critical requirement of direct-to-consumer (DTC) drug promotion on the Internet is the concept ... more A critical requirement of direct-to-consumer (DTC) drug promotion on the Internet is the concept of fair balance. This means that prescription drug Web sites should provide an accurate, balanced portrayal of the risks relative to the benefits of using prescription medications. However, one of the most pervasive findings in consumer research is that risk perceptions are often not aligned with the actual risk a consumer faces. This study examines the impact of certain presentation formats and types of risk information provided on a pharmaceutical Web site and the effect on consumers' perceptions of risk and fair balance. We find evidence of a bias of omission; that is, the risks of treating a health condition using a hypothetical prescription drug were perceived to be greater than the risk of
Marketing Letters, 2009
Supplement and food manufacturers are permitted to make certain health claims from emerging scien... more Supplement and food manufacturers are permitted to make certain health claims from emerging science on package labels, provided that a qualifier which indicates the strength of science supporting the claim is used. The Food and Drug Administration has proposed four levels of strength of science; however, the research to date has demonstrated that consumers cannot distinguish between these four levels. The current study tests whether iconic and comparative representations are effective at conveying strength of science. We find that both displays are effective and that consumers' perceptions of level of science are significantly influenced by industry trust and processing involvement. Keywords Dietary supplements. Package labeling. Health claims. Qualifiers. Qualified health claims The year 1999 is one that made regulatory history as the Pearson v. Shalala (1999) decision was handed down. For the first time, judges questioned the Food and Drug Administration's authority to control speech. Specifically, the Circuit Court reprimanded the Food and Drug Administration's (FDA) reluctance to allow health claims (i.e., claims that a particular food component may reduce the risk of a particular disease, such as "Lycopene reduces the risk of certain cancers") on dietary supplements. The Court decided that FDA stifles free speech when it disallows health claims that fail to meet the significant scientific agreement regarding the relationship between a particular supplement (e.g., selenium) and a particular disease (e.g., cancer), since firms have a right to provide information from emerging science. The judges believed that qualified health claims from emerging science would not
Journal of Public Policy & Marketing, 2008
Abstract Stigma is a concept that marketers frequently and casually use, but it is underexplored ... more Abstract Stigma is a concept that marketers frequently and casually use, but it is underexplored as a theoretical construct. The authors propose a theory of stigma that identifies it as a formative construct associated with perceptions of deviance and ...
Journal of Public Policy & Marketing, 2012
... Pam Scholder Ellen is Associate Professor of Marketing, Georgia State University (e-mail: pel... more ... Pam Scholder Ellen is Associate Professor of Marketing, Georgia State University (e-mail: pellen@gsu.edu). Joshua L. Wiener is Professor of Marketing, Spears School of Business, Oklahoma State University (e-mail: Josh.wiener@okstate.edu). ...