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Examining Medical Decision Making from a Marketing Perspective

Author

Listed:
  • 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)

  • Barbara Kahn

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.

Suggested Citation

  • Marc Vanhuele & Barbara Kahn, 1997. "Examining Medical Decision Making from a Marketing Perspective," Post-Print hal-00457577, HAL.
    • Handle: RePEc:hal:journl:hal-00457577
    DOI: 10.1023/A:1007979923514
    as

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    Citations

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    Cited by:

    1. Crié, Dominique & Chebat, Jean-Charles, 2013. "Health marketing: Toward an integrative perspective," Journal of Business Research, Elsevier, vol. 66(1), pages 123-126.
    2. Chiara Longoni & Andrea Bonezzi & Carey K Morewedge, 2019. "Resistance to Medical Artificial Intelligence," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 629-650.
    3. Slepchuk, Alec N. & Milne, George R. & Swani, Kunal, 2022. "Overcoming privacy concerns in consumers’ use of health information technologies: A justice framework," Journal of Business Research, Elsevier, vol. 141(C), pages 782-793.

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