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Health Marketing Quarterly

Julie L Norton, Maria M Raciti
Primary caregivers of very young children are subject to excessive and often disparate information regarding the instilling of healthful eating behaviors. Our study focuses on the integration of the operant resources of primary caregivers (i.e., their knowledge and modeling skills) and that of their very young children (i.e., their self-regulation of energy intake and food preferences) to co-create healthful eating behaviors as a measure to curb overweight and obesity in adulthood. Our two-stage qualitative study makes original contributions demonstrating that primary caregivers' efforts to co-create healthful eating behaviors with their very young children are adversely affected by information overload...
October 26, 2016: Health Marketing Quarterly
Cathleen O Erwin, Ashley M Dias
The study employs a dialogic public relations framework to explore the utilization of the Internet for fundraising by nonprofit health care organizations-specifically, NCI-designated cancer centers. Cancer centers have been noted for effective websites and for being highly engaged in fundraising, which is characterized as relationship marketing. Results indicate all but one cancer center use websites and social media for fundraising but are limited in capacity for two-way symmetrical dialogue. Results are discussed and recommendations are made for future research...
October 2016: Health Marketing Quarterly
Marla B Royne, Stephanie S Ivey, Marian Levy, Alexa K Fox, Susan L Roakes
Thirty years ago, nearly half of the children in the United States walked or rode their bikes to school. Today, less than 15% of children actively commute to school. With the growing obesity epidemic, encouraging children to walk or bike to school has become a national priority. This research examines factors that influence parental decisions allowing their children to walk to school in an urban environment to identify effective marketing and communication strategies to reach those parents. Results indicate differences in parental perspectives across populations; suggestions for effectively marketing the Safe Routes to School program to minority populations are provided...
October 2016: Health Marketing Quarterly
Sun-Young Park, Eun Go
This study focuses on how young people with differing levels of involvement seek and evaluate information about the human papillomavirus online. The results, which are drawn from an experiment and a self-administered survey, suggest that compared to people with a low level of involvement, people with a high level of involvement engage in more information search activity. The results also indicate that those with a high level of involvement in a given subject place a higher value on a website's message features than on its structural features...
October 2016: Health Marketing Quarterly
Kathryn J Aikin, Helen W Sullivan, Amie C O'Donoghue, Kevin R Betts
Information on the effects of promotional offers in direct-to-consumer prescription drug ads is limited. In two studies, we examined the effect of promotional offers (e.g., money-back guarantee) and ad type (creating prescription and over-the-counter drug ads by varying the presence of benefit and risk information). We found little effect of promotional offers. Adding benefit (risk) information to the ad increased consumers' knowledge of the benefit (risk) information and their efficacy (risk) perceptions. In most cases, adding risk information to an ad with benefit information increased risk knowledge and perceptions without decreasing benefit knowledge or perceptions...
October 2016: Health Marketing Quarterly
Yujie Jack Wei, Beheruz N Sethna
Obesity is a serious concern from a personal and public health perspective. This research examines the effects of consumer cognitive overweight status (COS) on food choice. The results show that COS is a significant predictor of consumer food choices, and gender, age, and education differences are found. While the literature shows that many years of efforts by the public and private sectors do have positive influences on consumer food choices, more efforts should be made to help the public engage in weight control behaviors...
October 2016: Health Marketing Quarterly
Lisa Schuster, Krzysztof Kubacki, Sharyn Rundle-Thiele
Increases in childhood obesity have coincided with declines in active transportation to school. This research builds on largely atheoretical extant literature examining factors that influence walk-to-school behavior through application of the theory of planned behavior (TPB). Understanding caregivers' decision for their child to walk to/from school is key to developing interventions to promote this cost-effective and accessible health behavior. The results from an online survey of 512 caregivers provide support for the TPB, highlighting the important role of subjective norms...
October 2016: Health Marketing Quarterly
Evan K Perrault
No studies have assessed prospective patients' opinions regarding physician introductory videos despite their increasing prevalence. Therefore, a within-subjects experiment randomly exposed participants to five physician video biographies featuring primarily either personal or professional information. Participants' attitudes were measured. They also selected the physician they would want to visit. Participants chose physicians with whom they perceived the greatest similarity, and indicated greater ease choosing physicians when exposed to biographies containing personal information...
October 2016: Health Marketing Quarterly
Lea Pounds
The Centers for Disease Control and Prevention, Association of Schools and Programs of Public Health, and the Council on Linkages Between Academia and Public Health Practice have emphasized the increasing need to train the public health workforce in social marketing. With only 21 U.S. academic institutions offering course work in social marketing and only four institutions offering degrees in social marketing there is a gap between what academic institutions are offering and these recommendations (Kelly, 2013 )...
October 2016: Health Marketing Quarterly
H Ronald Moser, Robert Stevens, David Loudon
The purpose of this study is to investigate current attitudes and opinions of physicians' advertising and to compare them to the attitudes expressed 10 years previously. This study was designed to determine (a) consumers' attitudes toward advertising by physicians, and (b) whether age, occupation, income, education, or sex of consumer accounted for any significant difference in attitudes toward physicians who advertise. The study seems to confirm the belief of many marketing professionals that advertising and marketing do not have a place in the management and operation of professional services...
July 2016: Health Marketing Quarterly
Maria Leonora Nori G Comello, Jessica Gall Myrick, April Little Raphiou
Foot-in-the-door (FITD) involves obtaining compliance with a small request to boost compliance with a larger request. Only a few studies to date have tested the technique in health and fundraising contexts, and even fewer have examined the psychological processes involved. To address these gaps, we conducted an experiment as an actual fundraiser for a cancer-awareness organization. The technique activated a self-concept as a supporter of cancer awareness among those in the FITD condition. Donation amount was also higher among those in FITD, but only among those with higher levels of worry and low to moderate levels of preference for consistency...
July 2016: Health Marketing Quarterly
Varsha Jain, Subhadip Roy, Neha Damle, Khyati Jagani
Nutraceuticals, a combination of nutrition and pharmaceutical, have grown rapidly as a product globally. Nutraceuticals can be advertised directly to consumers as well as prescribed, and thus involve multiple stakeholders in the marketing communication process. The present study investigates the marketing communication aspects of nutraceuticals using 216 semistructured in-depth interviews including all stakeholders in the process such as company/brand, physicians, pharmacists, and consumers. The findings bring out the role of each participant in the communication process and a comprehensive picture of the same...
July 2016: Health Marketing Quarterly
Michael B Devlin, Sydney Dillard
An online experiment was conducted to assess the extent gender-salient breast cancer awareness advertisements had on influencing risk perception, encouraging preventative behaviors, and gathering health information. Social identification theory and protection motivation theory postulate gender-salient pink-branded advertisements trigger defense mechanisms, countering desired outcomes. This study concludes gender-salient ads focusing on women, and displaying the Susan G. Komen logo caused aversive behaviors, whereas gender-neutral ads, showing medical providers and logos such as American Medical Association, improve health-related reporting...
July 2016: Health Marketing Quarterly
A-Reum Jung, Roxanne Hovland
Creating target specific advertising is fundamental to maximizing advertising effectiveness. When crafting an advertisement, message and creative strategies are considered important because they affect target audiences' attitudes toward advertised products. This study endeavored to find advertising strategies that are likely to have special appeal for men or women by examining alcohol advertising in magazines. The results show that the substance of the messages is the same for men and women, but they only differ in terms of presentation...
July 2016: Health Marketing Quarterly
Luceta McRoy, Robert Weech-Maldonado, W David Bradford, Nir Menachemi, Michael Morrisey, Meredith Kilgore
Asthma medication adherence is low, particularly among Medicaid enrollees. There has been much debate on the impact of direct-to-consumer advertising (DTCA) on health care use, but the impact on medication use among children with asthma has been unexamined. The study sample included 180,584 children between the ages of 5 and 18 with an asthma diagnosis from a combined dataset of Medicaid Analytic eXtract and national advertising data. We found that DTCA expenditure during the study period was significantly associated with an increase in asthma medication use...
July 2016: Health Marketing Quarterly
Svetlana Bogomolova, P J Tan, S P Dunn, M Bizjak-Mikic
The quality of ambulance services has an immense impact on patients' future well-being and quality of life. Patient satisfaction is one of the key metrics for evaluating the quality of this service. Yet, the patient satisfaction measurement may be limited in its ability to accurately reflect this service quality, and even reflect factors beyond the patient experiences. We analyze 10 years of survey data to reveal a number of factors that systematically bias ambulance satisfaction ratings. Taking into account these biases provides more robust comparison of ambulance performance over time or across different jurisdictions...
April 2016: Health Marketing Quarterly
Joy V Peluchette, Katherine A Karl, Alberto Coustasse
This article investigates the opinions of physicians and patients regarding the use of Facebook to communicate with one another about health-related issues. We analyzed 290 comments posted on online discussion boards and found that most (51.7%) were opposed to physicians being Facebook "friends" with patients and many (42%) were opposed to physicians having any kind of Facebook presence. Some believed that health care organizations should have a social media policy and provide social media training. We conclude with suggestions for how health care administrators can provide assistance to physicians and effectively manage their social media presence...
April 2016: Health Marketing Quarterly
Sven Tuzovic, Volker Kuppelwieser
From retail health clinics and online appointment scheduling to (mobile) kiosks that enable patient check-in and automate the collection of copays and open balances, convenience has become an important topic in the health care sector over the last few years. While service convenience has also gained much interest in academia, one common limitation is that authors have adopted a "goods-centered" perspective focusing primarily on retail settings. Results of this exploratory study reveal that health care service convenience encompasses seven different dimensions: decision, access, scheduling, registration and check-in, transaction, care delivery, and postconsultation convenience...
April 2016: Health Marketing Quarterly
Sharyn Rundle-Thiele, Krzysztof Kubacki, Naomi Gruneklee
The aim of this study was to gain formative research insights that can be used to design social marketing campaigns. One thousand four hundred fifty-nine people participated in an online survey. Factor analysis was undertaken to establish perceived benefits and barriers, and indexes were created for barriers, benefits, and healthy living knowledge. Four attitude groups were formed and analysis of variance was undertaken to explore group differences. Consumers with high perceived barriers report less physical activity than consumers with low perceived barriers to exercise...
April 2016: Health Marketing Quarterly
Gillie Gabay
This pioneer study tests the relationship between patients' trust in their physicians and patients' loyalty to their health care insurers. This is a cross-sectional study using a representative sample of patients from all health care insurers with identical health care plans. Regression analyses and Baron and Kenny's model were used to test the study model. Patient trust in the physician did not predict loyalty to the insurer. Loyalty to the physician did not mediate the relationship between trust in the physician and loyalty to the insurer...
April 2016: Health Marketing Quarterly
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