Caped Capsules Vs. Sinister Syrups
Groves’s presentation addressed the question “Can a hero characterization be just as effective if not more than fear tactics more commonly employed by pharmaceutical companies?” by examining how hero and villain branding influence consumer perceptions, focusing on warmth, effectiveness, and purchase intent.
Josh Groves investigates how pain affects consumer decisions, branding perceptions, purchasing, health care decisions, and overall well-being. He also explores how pain influences consumer perceptions of narrative archetypes, variety preferences, and deferred choices in short- and long-term decisions.