A renewable resource model of health decision-making: insights to improve health marketing

A primary goal of health marketing is to help people make healthy choices. The problem is that health decision-making is complex, and individuals often make unhealthy decisions even when healthy options are promoted. In this paper, we address this problem by integrating literature in marketing, psychology, economics, medicine, and health to develop a new conceptual model: Health as a Renewable Resource, that can be readily used by marketers to...