The Intra- and Inter-Personal Dynamics Associated with Consuming Sensitive Products: Understanding the Consumption of Erectile Function Aids Using Dimensional Qualitative Research
Version of Record online: 5 JAN 2012
© 2011 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 29, Issue 1, pages 1–14, January 2012
How to Cite
Newton, F. J., Ewing, M. T. and Pitt, L. F. (2012), The Intra- and Inter-Personal Dynamics Associated with Consuming Sensitive Products: Understanding the Consumption of Erectile Function Aids Using Dimensional Qualitative Research. Psychol. Mark., 29: 1–14. doi: 10.1002/mar.20502
- Issue online: 5 JAN 2012
- Version of Record online: 5 JAN 2012
- Andrology Australia
It is estimated that well over 300 million men will be diagnosed with erectile dysfunction by 2025. Men seeking treatment face a burgeoning array of options, some quite invasive. This study utilizes a dimensional qualitative research (DQR) approach to examine what men think, feel, and experience as they consider integrating erectile function (EF) aids into their sexual relationships. The findings suggest that the process of accepting changes in sexual functioning and consuming EF aids frequently moves beyond intrapersonal issues to encompass spouse/partner relationships. The insights gleaned from this study have implications not only for the marketing of EF aids but also for healthcare professionals assisting men in the treatment of their symptoms. Finally, the study findings expand current marketing applications of the DQR framework by demonstrating the value of second-order modality analysis.