The "As-If" World of Nursing Practice: Nurses, Marketing, and Decision Making

The "as-if" world of nursing is a well-constructed, institutionally preserved and defended myth that asserts clinicians who are "just nurses" do not make decisions in the absence of "doctor's orders." Drawing on data from an ethnography exploring the interactions between nurses and industry, we explore the finding that many nurses did not identify as "decision makers" and were mystified by the attention of sales representatives. Many nurses experienced marketing as benign as there was no "decision" to sway. Nursing must deconstruct the "as-if" nondecisional myth by confronting conflicts of interest and owning fully its rightful clinical and advocacy roles. www.advancesinnursingscience.com.