Did You Hear? Consumers Tune in to Multimedia Marketing

Marketing Health Services, Summer 2002, Vol. 22 Issue 2, pp. 16-20

5 Pages Posted: 21 Nov 2015 Last revised: 19 Feb 2016

See all articles by Dawn Iacobucci

Dawn Iacobucci

Vanderbilt University - Marketing; Vanderbilt University - Marketing

Bobby Calder

Independent

Edward Malthouse

Northwestern University

Adam Duhachek

Indiana University Bloomington

Date Written: 2002

Abstract

Many people who would benefit from wearing hearing aids don't use them, largely because they're put off by the negative images associated with these products. No matter what their age, many potential users avoid purchasing a hearing aid because they believe that wearing one would make them appear old, feeble, and incompetent. A July 1997 article in the American Psychological Association's Monitor, a publication for practitioners and clinicians, described the denial and depression people associate with hearing loss. It reported that people don't want to admit their hearing loss to themselves because it connotes aging. Nor do they want to admit it to others, for fear of being viewed as incompetent.

In addition, hearing loss, if not assisted with hearing aids, can lead to greater dependence upon a spouse and/or withdrawal from social events. Many times family members, co-workers, or anyone secondarily affected by the focal person's hearing loss may first diagnose the problem and recommend the impaired individual seek help.

Suggested Citation

Iacobucci, Dawn and Iacobucci, Dawn and Calder, Bobby and Malthouse, Edward and Duhachek, Adam, Did You Hear? Consumers Tune in to Multimedia Marketing (2002). Marketing Health Services, Summer 2002, Vol. 22 Issue 2, pp. 16-20, Available at SSRN: https://ssrn.com/abstract=2693251

Dawn Iacobucci (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Bobby Calder

Independent ( email )

Edward Malthouse

Northwestern University ( email )

2001 Sheridan Road
Evanston, IL 60208
United States

Adam Duhachek

Indiana University Bloomington ( email )

Dept of Biology
100 South Indiana Ave.
Bloomington, IN 47405
United States

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