Injicerat budskap? : Marknadsföringens effekt på medikalisering av känsliga produkter ur ett konsumentperspektiv

Sammanfattning

In response to a desired degree of participation within vaccination against the Covid-19 pandemic, the Swedish government chose to implement mandatory marketing measures. This has been exemplified by vaccine mandates which caused to provoke varying reactions from affected consumers. This study was, thus, based on investigating established marketing strategies for sensitive products from a consumer perspective and measuring the perceived level of trust between the state and its citizens. The study adhered to a qualitative research method to facilitate the assessment of a phenomenon with respect to medicalization. Semi-structured interviews were designed based on three main categories of respondents: critical-, neutral-, and positive-minded individuals, in relation to opinions concerning the marketing of vaccines and government mandates. Respondents were further distributed on the basis of four age groups to investigate the relevance of the individual's age and their corresponding level of trust. Based on the following results, however, there appeared to be no established link between these two variables, i.e. age and confidence. Furthermore, it has been shown that respondents' previous attitudes were related to their degree of social capital which determined the individuals' level of trust with regard to the state and its implementation of the vaccine mandate. The respondents' previous attitudes on the subject of vaccination mainly affected the level of trust they had for their state and how well they could identify with the message behind the marketing of vaccines. Further conclusions also showed a link between the degree of consumers' relatability with regard to the marketing message and their respective consumer behavior, for example within the vaccination frequency of each individual respondent.