Drug influences on consumer judgments: emerging insights and research opportunities from the intersection of pharmacology and psychology

Recent evidence at the intersection of pharmacology and psychology suggests that pharmaceutical products and other drugs can exert previously unrecognized effects on consumers’ judgments, emotions, and behavior. We highlight the importance of a wider perspective for marketing science by proposing novel questions about how drugs might influence consumers. As a model for this framework, we review recently discovered effects of the over-the-counter pain reliever acetaminophen, which can alter consumers’ emotional experiences and their economic behavior well beyond soothing their aches and pains, and also present novel data on its memory effects. Observing effects of putatively benign over-the-counter medicines that extend beyond their originally approved usages suggests that many other drugs are also likely to influence processes relevant for consumers. The ubiquity of drug consumption—medical or recreational, legal or otherwise—underscores the importance of considering several novel research directions for understanding pharmacological-psychological interactions on consumer judgments, emotions, and behaviors.