Performance enhancing drug usage: The influence of adverse health effects and public embarrassment

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Authors
Cudmore, B. Andrew
Jensen, Sherry
Issue Date
2019-06
Type
Article
Language
en_US
Keywords
Spectator sports , Marketing , Costs , Athletes , Decision making , Cost benefit analysis , Drug use , Health risks , Health risk assessment
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Abstract

This research examines the impact of adverse health effects and public embarrassment as deterrents to the use of performance enhancing drugs (PEDs). Deterrence theory suggests that potential PED users execute a cost-benefit analysis before engaging in illicit drug use; any increase in perceived costs reduces the likelihood of drug use. In accordance with the deterrence theory, this study finds that social costs (public embarrassment) have a negative impact on attitudes toward PEDs. However, potential health costs, even extreme ones, do not deter amateur athletes from considering PEDs. Rationale is offered for why fear of social disapproval has a larger impact than adverse health outcomes on attitudes of potential PED users. Results provide guidance for the development of marketing communications designed to deter amateur athletes from considering PEDs.

Description
Published in SOAR: Shocker Open Access Repository by Wichita State University Libraries Technical Services, November 2022.
Citation
Cudmore, B. A., & Jensen, S. (2019). Performance enhancing drug usage: The influence of adverse health effects and public embarrassment. Journal of Management & Engineering Integration, 12(1), 16-24. https://doi.org/10.62704/10057/24247
Publisher
Association for Industry, Engineering and Management Systems (AIEMS)
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ISSN
1939-7984
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