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Journal Articles Marketing Letters Year : 1997

Examining Medical Decision Making from a Marketing Perspective

(1) ,
1
Barbara Kahn
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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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hal-00457577 , version 1 (17-02-2010)

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

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