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Health Marketing Quarterly

Saikat Banerjee, Sampada Kumar Dash
Research on effectiveness of DAA is limited. Existing researches explore impact of DAA only on relationship between drug manufacturers and consumers. However, in reality, pharma marketing revolves around three major stakeholders: the pharmaceutical companies, physicians and consumers. Pharmaceutical professionals on behalf of drug manufacturers have last mile connectivity with end users and they are an important stakeholder in this entire marketing relationship network. So, it is important for marketers to capture views of pharma professionals in addition to physicians and consumers...
October 15, 2018: Health Marketing Quarterly
Konstantin Kogan, Rafi Panizel, Yael Perlman
We explore how reliance on part-time medical staff affects operational and medical outcome performance in two general surgery departments Whereas prior research has indicated that operational performance is positively associated with medical performance, we find that heavier reliance on part-time practice may deteriorate operational performance but not necessarily medical-outcome performance. For so-called "complex" patients, reliance on part-time practice may even override the effect of patients' characteristics on medical-outcome performance...
October 15, 2018: Health Marketing Quarterly
Ming Wang, Amy Struthers
Drawing upon data from the first two years of a statewide school-based buzz-centered health communication campaign that encouraged high school students to adopt healthy behavior, this article finds that the buzz marketing component increased campaign awareness among students in participating schools compared to those in the comparison schools, but there was no significant difference between their health attitudes. Furthermore, attitude toward the campaign mediated the effect of buzz exposure on health attitudes...
October 15, 2018: Health Marketing Quarterly
Ilwoo Ju, Jin Seong Park
The literature shows that the prominence of risk disclosure influences consumer responses to direct-to-consumer advertising of prescription drugs. However, little is known about the psychological process whereby disclosure prominence exerts its influences on health beliefs and behavior. Based on a review of the literature on health cognition and behavior, the current study proposed and tested a model to show that risk disclosure prominence affects consumers' drug choice intention through the mediating roles of awareness of drug adverse reactions (ARs), perceived control over ARs, and perceived risk of ARs...
January 2018: Health Marketing Quarterly
Lydia L Gan, James R Frederick
The study identified which of the four facilitators (themselves, agents, insurers, or doctors) consumers are most likely to use when they travel for various medical procedures. A survey conducted between 2011 and 2014 yielded 964 responses. The multinomial logistic regression results showed that being 51-64 years old was positively related to going on their own or using agents to arrange for knee replacements. Having a high school education or less was positively linked to using both agents and insurers to facilitate knee replacements, whereas having a bachelor's degree was negatively associated with going on their own for stem cell therapy...
January 2018: Health Marketing Quarterly
Jing Taylor Wen, Linwan Wu
Celebrity endorsement has been proved to be a very powerful tool in health campaigns. This study examined how celebrity-issue matchup presented in utilitarian and hedonic appeals influences attitude toward the video, perceived issue severity, and behavioral intentions in the context of ALS communication. The findings showed that celebrity-issue matchup condition outperformed nonmatchup condition in generating positive attitude and behavioral intentions. The results also indicated that utilitarian appeal with matchup condition triggered significantly greater behavioral intention than that with nonmatchup condition...
January 2018: Health Marketing Quarterly
Elise M Stevens
Whereas advertisements strive to increase revenue, PSAs work to educate and inform. Even though both share the similar goal of persuasion, advertising tends to lead to more effective sales, unlike PSAs, which can have little effect on audience behaviors. Using a systematic, quantitative content analysis, this study examines emotional appeals and viewer engagement in safe-sex PSAs and condom advertisements in online videos (N = 132). PSAs with humor appeals received more viewer attention in terms of views, comments, and ratings than humorous advertisements...
January 2018: Health Marketing Quarterly
Hyojung Park, Shelly Rodgers, Jane A McElroy, Kevin Everett
The authors examined the influence of social media involvement on health issues in sexual and gender minorities (SGMs). Demographic and technological characteristics of social media users and nonusers were identified, and the influence of social media involvement on these factors was assessed for its potential to influence health information needs and preferences. A survey of 2,274 SGM individuals revealed that age, sexual orientation, number of Internet access points, and use of smartphones predicted levels of social media involvement...
January 2018: Health Marketing Quarterly
Lindsay B Gezinski, Sharvari Karandikar, Alexis Levitt, Roxanne Ghaffarian
The purpose of this research study was to conduct a content analysis of commercial surrogacy websites to explore how surrogacy is marketed to intended parents. The researchers developed a template to code website data, and a total of 345 website pages were reviewed. Websites depicted surrogacy as a solution to a problem, privileged genetic parenthood, ignored the potential for exploitation, dismissed surrogates' capacity to bond with the fetuses they carry, emphasized that surrogacy arrangements are mutually beneficial, ignored structural inequalities, and depicted surrogates as conforming to strict gender roles...
October 2017: Health Marketing Quarterly
Danae Manika, Patricia A Stout, Linda L Golden, Michael Mackert
This study examines the effects of objective (factual information) and subjective knowledge (an individual's self-assessment of how much knowledge they have) on information-seeking intentions and source preferences. It explores the human papillomavirus (HPV) knowledge inequalities in groups of young adults age 18-26 years with and without vaccinations and diagnosis, and different demographics/socio-economic and perceptions of health status. Higher subjective HPV knowledge leads to greater information-seeking intentions from family/friends and mass media but not from health professionals and the Internet...
October 2017: Health Marketing Quarterly
Lindsey N Horrell, Shawn M Kneipp
The purpose of this review was to better understand how to market the Chronic Disease Self-Management Program to new audiences. Eight databases were searched for peer-reviewed studies of the CDSMP. A total of 39 articles were analyzed to describe the theoretical basis of recruitment strategies and their effectiveness while engaging diverse populations. Findings included that female, Caucasian, and elderly groups are overrepresented in CDSMP literature and recruitment efforts have not been explicitly grounded in theory...
October 2017: Health Marketing Quarterly
Kristen Kiernicki, Donald W Helme
Although direct-to-consumer (DTC) prescription drug advertising is regulated by the U.S. Food and Drug Administration, content analyses suggest advertisers may not disclose drug risks in the same way they describe drug benefits. This study tests the relationship between image congruency in televised DTC advertisements, recall of risks/benefits, and perceived persuasiveness. Advertisements for Nasonex, Advair, and Lunesta were shown to college students in either their original (image incongruent) or modified (image neutral) form...
October 2017: Health Marketing Quarterly
Sandra Zwier
Websites from medical specialist providers are becoming increasingly marketing oriented, but there exists a paucity of empirical research on the effects. This experimental study explored effects of exposure to real websites from medical specialist providers among Dutch adults under physician gatekeeper arrangements. Exposure led to a stronger intention to seek treatment from the specialist provider and motivation to rely on the providers' claims. Weaker to absent effects were found for intention to question the physician gatekeeper's referral and this was chiefly motivated by the belief that "the doctor knows best...
October 2017: Health Marketing Quarterly
Seungae Lee, Michael Mackert
Self-referencing effects explain why many advertisements try to relate people with the ads; when an individual relates an ad to the self, the person will be more likely to recall the ad. However, this study revealed that the regulatory focus of messages is a boundary condition for self-referencing strategy. Self-referencing did not yield a positive persuasion effect in prevention-focused messages. The underlying message process analyses further revealed people avoid elaborating prevention-focused messages when used with self-referencing, rather than viewing them in a biased manner...
July 2017: Health Marketing Quarterly
Amalia Czeizler, Ellen Garbarino
The research extends construal theory by testing if a match between the temporal construal framing of a blood donation decision and a blood donation request leads to higher donation intentions than a mismatch. Results show participants considering future donation who read an abstract donation request have significantly higher donation intentions than those who read a concrete request. Conversely, participants considering donating today who read a concrete donation request have significantly higher donation intentions than those who read an abstract request...
July 2017: Health Marketing Quarterly
Myoung-Gi Chon, Hyojung Park
The purpose of this study is to propose a health belief model-based approach to segmenting health audiences in order to improve targeting of cancer prevention efforts. This study also examines how the identified health segments differ in cancer prevention behaviors. Using data from the 2013 Health Information National Trends Survey, a cluster analysis resulted in three distinct health audience groups: (a) health aware, (b) health at risk, and (c) health in confidence. MANOVA tests indicate that these segments differ significantly regarding healthy diet and exercise...
July 2017: Health Marketing Quarterly
Jo-Yun Li, Jing Wen
This study explores the influence of social media involvement and other factors on individuals' donation intentions in the context of the ALS Ice Bucket Challenge. An online survey with 306 participants revealed that social media involvement had a direct effect on intentions to contribute donations and had an indirect effect that was mediated by the response efficacy on intentions after controlling for individuals' issue involvement with the disease.
July 2017: Health Marketing Quarterly
Irina Alexandra Iles, Xiaoli Nan
We examined the persuasive effects of ironic and sarcastic versus no humor appeals in health messages and the potential differential effects of ironic versus sarcastic humor. Findings of a controlled experiment (N = 303) suggested that sarcastic messages, as compared to no humor messages, resulted in less negative affect, more counterarguing, and decreased perceived argument strength. Ironic messages led to more counterarguing than no humor messages. Significant differences in counterarguing, perceived argument strength, and attitudes toward the risky behavior were detected between the two humor types...
July 2017: Health Marketing Quarterly
Jin Seong Park, Ho-Young Anthony Ahn, Eric John Haley
Based on a survey of prescription drug users (N = 408), this study revealed that: (a) the frequency of consumers' personal experience of prescription medicine adverse reactions negatively related to the extent of their optimistic bias about the chances of such events, (b) consumers' perceived personal control over adverse reactions positively related to optimistic bias, and (c) optimistic bias related more negatively to intentions to seek risk information when consumer skepticism toward direct-to-consumer advertising was high...
April 2017: Health Marketing Quarterly
Marla B Royne, Christine M Kowalczyk, Marian Levy, Alexa K Fox
Childhood obesity is a significant public health concern, and scholars and academicians have proposed the use of successful marketing and advertising tactics as a means of influencing healthy behaviors. This research investigates product placement to assess its potential effects on attitudes and behavior when utilized in an animated children's television show. Results from an experiment suggest that multiple product placements may affect children's attitudes toward certain drinks, but also suggest that a child's existing favorite drink is a stronger predictor of actual beverage choice...
April 2017: Health Marketing Quarterly
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