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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
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...
May 3, 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...
May 3, 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
Theresa C Brown, Bridget M Miller, Bailey M Adams
The benefits of intrinsic exercise motivation are well recognized, yet extrinsically focused group-fitness class names/descriptions dominate the fitness industry. To explore the impact of how fitness classes are marketed, women (N = 389) were asked to indicate their preference for either intrinsically or extrinsically focused fitness classes based on title/description. Participants who favored intrinsic class names/descriptions were more likely to report greater interest/enjoyment, perceived competence, and greater effort and report exercising for health/fitness-related reasons...
April 2017: Health Marketing Quarterly
Polly J Davenport, Stephen J O'Connor, Jeffery M Szychowski, Amy Y Landry, S Robert Hernandez
This study examines patient perceptions of emergency department wait times and inpatient experiences. For many hospitals across the United States, the emergency department (ED) is now the "front door"; therefore, understanding the impact of ED experience on the inpatient experience is critical for leaders managing these complex settings today. Results showed statistically significant relationships between a very good ED experience and a very good inpatient experience. Perceived wait times in the ED, more so than actual ED wait times, served as a predictor of a very good ED rating as well as a very good rating of the inpatient experience...
April 2017: Health Marketing Quarterly
Elyria Kemp, Sonja Martin Poole
Building relationships with patients to create patient-centered care is critical to the success of health care organizations. A core element in relationships is commitment. Commitment may be based on affect and emotions, perceived costs, and even obligation. This research proposes that three types of commitment-affective, continuance, and normative commitment-differentially impact consumer purchase loyalty, attitudinal loyalty, and advocacy for a health care provider. To examine the impact of commitment type on consumer relationships, exploratory data were garnered and surveys were administered...
April 2017: Health Marketing Quarterly
David Agogo, Fatima Hajjat, George R Milne, Charles D Schewe, Bruce Perrott
It has been observed that subjective age (SA) often trails chronological age, especially in older adults. In a previously published article, we argued that differences in individual's SA is a function of their level of activity on biological, mental, and social dimensions. This article empirically tests this proposition using a newly created Subjective Aging Index (SAI). The SAI is related to SA above the effect of age with differences existing across age groups and sex. The findings contribute to the literature on successful aging strategies with important implications for health care practitioners, marketers, and individuals heading towards older adult years...
January 2017: Health Marketing Quarterly
Michael Matthews, Cara Peters, Stephanie Lawson
Hospice and palliative care is a recent, but fast growing, industry in healthcare. Demographics suggest that hospice care will only increase. The purpose of this article is to examine strategic marketing initiatives hospice organizations currently employ. Data were collected at a hospice regional conference, capturing opinions from hospice organizations located in North and South Carolina. The results show that many hospice organizations do not have a dedicated marketing staff person, have a limited marketing budget, do not fully utilize all strategic planning tools, and have yet to differentiate themselves via branding...
January 2017: Health Marketing Quarterly
Annamaria Esposito
The article investigates if, and in affirmative case how, Italian hospitals are managing corporate brand communication. Thanks to results of qualitative research, this article offers insights on Italian hospital branding. The pilot study based in the case method is to be considered a starting point for wider investigations on this topic, and it is useful for managers and practitioners who want to understand the role of corporate brand in hospital communication management and to connect health care professionals with the audience in a meaningful way in those countries in which the health care system is a mix of both public and private institutions...
January 2017: Health Marketing Quarterly
Erin Willis
Direct-to-consumer (DTC) advertising saturates popular health magazines, communicating persuasive messages to readers that may influence attitudes and behaviors. This research used a two-prong approach to investigate the visual elements used in DTC advertising and their influence on consumers' understanding of a disease and its treatment options. An analysis was conducted of DTC advertisements (N = 62) from a population sample of Arthritis Today magazine, 2000-2010. Three panels of people with arthritis were used to validate the findings and discuss implications for health literacy...
January 2017: 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
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