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Why People Do Not Always Follow the Doctor's Orders: The Role of Hope and Perceived Control

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  • SUZANNE C. MAKAREM
  • MICHAEL F. SMITH
  • SUSAN M. MUDAMBI
  • JAMES M. HUNT

Abstract

type="main" xml:id="joca12044-abs-0001"> The lack of adherence to medical advice is a widely recognized health care concern with important implications for consumer well-being. This study advances a model for better understanding adherence behaviors by incorporating the positive emotion of hope and consumer perceptions of control. Empirical testing of the model in the context of type 2 diabetes, a lifestyle-changing chronic illness, shows that hope generates more patient adherence. Furthermore, individuals have higher hope when they believe they are capable of performing the actions their treatment requires, and/or that their health outcomes are under their physician's control. The results indicate that health care providers can play an important role in encouraging adherence behaviors by cultivating hope and customizing their interactions with patients. Interventions aimed at increasing patient self-efficacy or promoting patients' beliefs that health outcomes are under their physician's control are two routes to building hope. Health initiatives aimed at increasing diabetes treatment adherence should consider alternatives beyond asking patients to “take control” of their diabetes.

Suggested Citation

  • Suzanne C. Makarem & Michael F. Smith & Susan M. Mudambi & James M. Hunt, 2014. "Why People Do Not Always Follow the Doctor's Orders: The Role of Hope and Perceived Control," Journal of Consumer Affairs, Wiley Blackwell, vol. 48(3), pages 457-485, October.
    • Handle: RePEc:bla:jconsa:v:48:y:2014:i:3:p:457-485
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    References listed on IDEAS

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    1. Karen Page Winterich & Kelly L. Haws, 2011. "Helpful Hopefulness: The Effect of Future Positive Emotions on Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(3), pages 505-524.
    2. Vladas Griskevicius & Michelle N. Shiota & Stephen M. Nowlis, 2010. "The Many Shades of Rose-Colored Glasses: An Evolutionary Approach to the Influence of Different Positive Emotions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 238-250, August.
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