Examining Medical Decision Making from a Marketing Perspective

Marc Vanhuele () and Barbara Kahn
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Marc Vanhuele: GREGH - Groupement de Recherche et d'Etudes en Gestion à HEC - HEC Paris - Ecole des Hautes Etudes Commerciales - CNRS - Centre National de la Recherche Scientifique

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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.

Keywords: decision-making; health care; involvement; stress; framing (search for similar items in EconPapers)
Date: 1997-07-01
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Citations: View citations in EconPapers (3)

Published in Marketing Letters, 1997, Vol.8, n°3, pp.361-375. ⟨10.1023/A:1007979923514⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00457577

DOI: 10.1023/A:1007979923514

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