A Marketing Perspective on Maladaptive Consumption and Product Regulation

Abstract

While maladaptive consumption and its consequences are well known, the management and regulation of such consumption is fraught with numerous issues related to definition, locus of responsibility, and potential modes of intervention. The present article provides a review of the conceptual, methodological, and policy issues surrounding maladaptive consumption. The authors suggest that marketing has an important and unique role in the design of products and regulation intended to address maladaptive consumption. Questions for future research and public policy are identified and discussed.