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The Allure of Enhancement Drugs

pillsA new study finds people’s willingness to take a pill or drug depends on whether the trait the drug promises to enhance is one they consider fundamental.

Interestingly, healthy people are more willing to take drugs to enhance traits that are not fundamental to their identity.

Authors Jason Riis (NYU, Harvard Business School), Joseph P. Simmons (Yale University), and Geoffrey P. Goodwin (Princeton University) examine the moral dilemmas that arise as technologies develop that not only cure disease but also enhance already-healthy people.

As many young people without diagnosed disorders or deficits take Ritalin or Adderall to improve concentration or anti-depressants to lift their moods, this study examines what makes healthy people willing to take pills.

The researchers determined that people do not feel comfortable using a pill to enhance a trait they believe to be fundamental to their identity. But less-fundamental traits, including concentration, are more acceptable targets.

“We suggest that people’s willingness to take psychological enhancements will largely depend on beliefs about whether those enhancements will alter characteristics considered fundamental to self-identity,” the authors write.

During a series of studies, the researchers found that young people were less likely to agree to take a drug to increase their social comfort than one that increased their ability to concentrate. The most common reason participants said they wouldn’t want to take a pill was because it would “fundamentally change who I am.”

Not surprisingly, the marketing message affected participants’ responses. When the researchers tested different advertising taglines, they found that participants responded more positively to a drug promising to help them become “more than who you are,” than one that would allow them to become “who you are.”

“Together, this research converges to highlight the importance of identity expression and preservation in governing the choices and lives of consumers,” write the authors.

Source: University of Chicago Press Journals

The Allure of Enhancement Drugs

Rick Nauert PhD

Rick Nauert, PhDDr. Rick Nauert has over 25 years experience in clinical, administrative and academic healthcare. He is currently an associate professor for Rocky Mountain University of Health Professionals doctoral program in health promotion and wellness. Dr. Nauert began his career as a clinical physical therapist and served as a regional manager for a publicly traded multidisciplinary rehabilitation agency for 12 years. He has masters degrees in health-fitness management and healthcare administration and a doctoral degree from The University of Texas at Austin focused on health care informatics, health administration, health education and health policy. His research efforts included the area of telehealth with a specialty in disease management.

APA Reference
Nauert PhD, R. (2015). The Allure of Enhancement Drugs. Psych Central. Retrieved on October 21, 2018, from https://psychcentral.com/news/2008/08/25/the-allure-of-enhancement-drugs/2818.html

 

Scientifically Reviewed
Last updated: 6 Oct 2015
Last reviewed: By John M. Grohol, Psy.D. on 6 Oct 2015
Published on PsychCentral.com. All rights reserved.