Beyond Services and Prescriptions: Reimagining Healthy Lifestyle Centers as Cooperative Enterprises

While the health-enhancing benefits of exercise and good nutrition have been well documented, the ability of health professionals to encourage healthier lifestyle behaviors among those they serve continues to prove challenging. Creating the conditions where healthier living can both occur and be sustained requires thinking beyond the traditional provision of services and prescriptions that occur in healthcare settings. Healthy Lifestyle Centers are emerging as a way of deploying lifestyle medicine practices. Turning these centers into cooperative businesses has the potential to make them more effective. Cooperative business principles are well established, and they enable individuals to become makers and producers of their own healthy lifestyles, providing a greater opportunity for sustained lifestyles changes. The purpose of this article is to further examine the role of engagement practices and coproduction as they relate to cooperative business models and to propose a framework for a Cooperative Healthy Lifestyle Center.

A neuroscientific perspective of a mixed-use lifestyle center

Purpose This paper aims to explore consumers’ cognitive responses to the presence of other people in a planned lifestyle center. The featured lifestyle center contains shopping, lodging, dining and retail options in an open-air setting full of natural elements. This work helps explain the affinity of consumers to lifestyle centers and shows marketing researchers and practitioners how to use neuroscience hardware and software in service design research. Design/methodology/approach The study draws on social impact theory to show how the social presence of others in a lifestyle center influences six different cognitive responses. The authors evaluate consumers’ cognitive responses by using the Emotiv EPOC+ headset to obtain electroencephalogram recordings. To interpret these recordings, they use EmotivPro software, which provides readings on six emotional states, including excitement, interest, stress, engagement, attention and relaxation. Findings The data obtained from mall shoppers reveal that the presence of other people in a lifestyle center evokes high levels of interest and excitement and encourages relaxation. Research limitations/implications The paper shows marketers how to use neural data to obtain insights into consumers’ cognitive responses to stimuli by using Emotiv headsets and software. Practical implications The results show the importance of social elements in encouraging customers to approach and spend time in lifestyle centers. Originality/value The paper is one of the first to explore consumers’ responses to strangers in shared settings using neuroscience.