"Drugs" vs. "Supplements"

When consumers are diagnosed with a medical condition such as high cholesterol or obesity, they immediately begin a new regime of brisk walks and a diet of heart-healthy foods. Right? Not necessarily, says a Wharton marketing professor. If those consumers are taking a prescription or over-the-counter drug for their condition, they may actually toss back more chips and donuts. Those taking a supplement, however, may be more likely to eat broccoli and hit the treadmill.

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