Examining medical decision making from a marketing perspective

被引：1

作者：

Kahn B.E. ^{[1
]}

Greenleaf E. ^{[2
]}

Irwin J.R. ^{[2
]}

Isen A.M. ^{[3
]}

Levin I.P. ^{[4
]}

Luce M.F. ^{[5
]}

Pontes M.C.F. ^{[6
]}

Shanteau J. ^{[7
]}

Vanhuele M. ^{[8
]}

Young M.J. ^{[9
]}

机构：

[1] Marketing Department, Wharton School, University of Pennsylvania, Philadelphia

来源：

Marketing Letters | 1997年 / 8卷 / 3期

关键词：

Decision-making; Framing; Health care; Involvement; Stress;

D O I：

10.1023/A:1007979923514

中图分类号：

学科分类号：

摘要：

This paper explores how consideration of the medical context can add new elements to marketing thought. Differences between the medical context and other consumer contexts are reviewed. The effects that the medical context has on the way traditional constructs such as involvement, affect and stress, uncertainty and satisfaction affect choice are discussed. Finally, emerging research in medical contexts where future discoveries could enhance consumer choice theory are presented.

引用

页码：361 / 375

页数：14

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