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Examining Medical Decision Making from a Marketing Perspective

Abstract : This paper explores how consideration of the medical context can add newelements to marketing thought. Differences between the medical context andother consumer contexts are reviewed. The effects that the medical contexthas on the way traditional constructs such as involvement, affect andstress, uncertainty and satisfaction affect choice are discussed. Finally,emerging research in medical contexts where future discoveries could enhanceconsumer choice theory are presented.
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Submitted on : Wednesday, February 17, 2010 - 5:25:49 PM
Last modification on : Thursday, January 11, 2018 - 6:19:31 AM

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Marc Vanhuele, Barbara Kahn. Examining Medical Decision Making from a Marketing Perspective. Marketing Letters, Springer Verlag, 1997, Vol.8, n°3, pp.361-375. ⟨10.1023/A:1007979923514⟩. ⟨hal-00457577⟩

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