Cover Image Selling hope : the role of affect-laden health care advertising in consumer decision making
Kemp, Elyria
Cover Image Selling hope : the role of affect-laden health care advertising in consumer decision making created by Elyria Kemp, Kyeong Sam Min, and Elizabeth Joint - Journal of marketing theory and practice Volume 23, number 4 .
Consumers with serious illnesses may especially be attentive to and susceptible to the marketing communications of health care providers who offer hope and solutions. The purpose of this research is to examine the role of emotions in consumer health care decision making. Specifically, three studies investigate whether advertisements that induce hope engender trust and foster higher utilization intentions in consumers. Additionally, the effectiveness of testimonials, which often pervade health care advertising, is examined for its role in eliciting favorable evaluations toward the health care provider. Health care consumers, especially those with serious health conditions, may be considered vulnerable consumers. Implications for marketing to vulnerable health care consumers are discussed.
10696679
Medical device--Celebrity endorsement----Psychology of advertising
HF5415 JOU
Cover Image Selling hope : the role of affect-laden health care advertising in consumer decision making created by Elyria Kemp, Kyeong Sam Min, and Elizabeth Joint - Journal of marketing theory and practice Volume 23, number 4 .
Consumers with serious illnesses may especially be attentive to and susceptible to the marketing communications of health care providers who offer hope and solutions. The purpose of this research is to examine the role of emotions in consumer health care decision making. Specifically, three studies investigate whether advertisements that induce hope engender trust and foster higher utilization intentions in consumers. Additionally, the effectiveness of testimonials, which often pervade health care advertising, is examined for its role in eliciting favorable evaluations toward the health care provider. Health care consumers, especially those with serious health conditions, may be considered vulnerable consumers. Implications for marketing to vulnerable health care consumers are discussed.
10696679
Medical device--Celebrity endorsement----Psychology of advertising
HF5415 JOU