Non-decoupling effects due to a dimensionful coupling

We show that the dimensionful scalar cubic coupling in 3+1 dimensions gives rise to non-decoupling effects and analyze the behavior of these effects. In the process, we clarify how it is perturbatively consistent to construct theories in which the cubic coupling is dominant. We use the scalar sector of the Supersymmetric Standard Model as an example. We discuss how the non-decoupling effects may be analyzed systematically.