Consumer illness careers: an investigation of allergy sufferers and their universe of medical choices.

The concept of the consumer illness career with a focus on allergies is introduced and developed by the authors in terms of a trajectory of five stages over time, the related product-service unities or constellations--including health care treatments and remedies--and various situational and trait factors that influence the course of a consumer's response to his or her disease. Next, they investigate the career's holistic nature and thematic content in an in-depth study of allergy sufferers. The study indicates that allergy sufferers engage ina wide range of strategic behaviors and choices associated with coping with their allergies, much of which can be captured in terms of patterned themes. Finally, the authors offer research, managerial, and public policy implications.