Toward the constructive theory of human social behavior. II. Consumer behavior.
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Consumer behavior continued to attract additional researchers and publication outlets from 1993 through 1996. Both general interest and domain-specific scholarly contributions are discussed, along with limitations and suggested areas for future research. A concluding section observes that the integrity of consumer research is unnecessarily compromised by the failure of the major scholarly association in the field to develop and adopt a code of researcher ethics.
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Studies report physician resistance to information technology in a time when the practice of medicine could benefit from technological support. Anecdotally, it is suspected that lack of training, discomfort with technological innovations, a perceived shift in the doctor/patient relationship, or medical/legal issues may account for this circumstance. Empirical studies attribute this lag to age, personality factors, behavioral issues, and occupational influences. This paper integrates the information technology and consumer behavior literatures to discuss physicians' acceptance, adoption, and application of IT.
BACKGROUND: Previous research describing consumers' communication behaviors in response to direct-to-consumer advertising (DTCA) suggests a social cognitive rationale to explain DTCA-related communication behavior. OBJECTIVE: Guided by social cognitive theory, the objective of this study was to explore outcome expectancy and self-efficacy beliefs as predictors of individuals' intentions to communicate with their physicians about an advertised drug. METHODS: One hundred and seven female college students completed a questionnaire, read an advertisement for an oral contraceptive drug, and completed a second questionnaire. The questionnaires assessed participants' self-efficacy and outcome expectancy beliefs, intended communication behavior, and demographic information. RESULTS: Pearson product-moment correlation analyses showed that outcome expectancy (r=0.75, P<.01) and self-efficacy (r=0.21, P<.05) beliefs were associated positively with intentions to communicate with physicians in response to DTCA. However, ordinary least squares regression analyses revealed that only outcome expectancy beliefs predicted intended communication behavior (B=1.56, P<.01). Results also showed that participants had a relatively greater likelihood of requesting information about, than requesting a prescription for, the advertised drug [t(106)=14.75, P<.01]. CONCLUSIONS: The results identify cognitive factors that guide consumers' plans for interacting with physicians in response to DTCA. Health care providers can use these results to guide communication with patients regarding DTCA and meet patients' drug-related informational expectations.
The consumer behavior of institutionalized retarded clients in a sheltered workshop token economy were evaluated by changing prices in the workshop store. In the first experiment we found that clients displayed elasticity of demand in that raising the prices of frequently purchased goods reduced the frequency and amount spent on more expendable items. Results from the second experiment showed that this change in spending pattern was not due to the relative modal unit price of item classes. The regulation of demand for consumer goods is a potentially useful way to maintain economic balance and effectiveness of a token economy.
Despite the proven benefits of statins, large numbers of patients meeting guideline criteria for therapy are not receiving these drugs. It has been suggested that over-the-counter (OTC) availability of statins would allow more consumers to use statins and achieve cardiovascular risk reduction. However, concerns have been raised as to the consumers' ability to self-manage hyperlipidemia and use statins safely. The Consumer Use Study of OTC Mevacor (CUSTOM) was designed to define consumer behaviors in the setting of OTC statin availability. The study was conducted in a simulated OTC setting and allowed consumers to purchase once-daily lovastatin 20 mg. The CUSTOM dataset includes >3,300 consumers who evaluated OTC lovastatin for potential purchase at study sites and follow-up information on purchasers for up to 6 months of self-managed therapy. These data have been analyzed to address consumers' knowledge of their cholesterol concentrations as well as their ability to make OTC use decisions based on their cardiovascular risk, avoid drug-drug interactions, self-manage their cholesterol treatment after deciding to use the OTC product, and maintain interactions with physicians while using lovastatin OTC. The results showed that most study participants appropriately self-selected OTC statin therapy and managed their treatment. Use of OTC statins by consumers needing more intensive statin therapy or facing the risk of potential drug-drug interactions remains an area of concern but occurred infrequently in CUSTOM. These data are important for making an informed risk-benefit decision concerning OTC statin availability.
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BACKGROUND: Smoking is a major preventable cause of disease and disability around the world. Smoking cessation support-including information, discussion groups, cognitive behavioral treatment, and self-help materials-can be delivered via the Internet. There is limited information about the reasons and methods consumers access smoking cessation information on the Internet. OBJECTIVES: This study aims to determine the feasibility of a method to examine the online behavior of consumers seeking smoking cessation resources. In particular, we sought to identify the reasons and methods consumers use to access and assess the quality of these resources. METHODS: Thirteen participants were recruited via the state-based Quit smoking cessation campaign, operated by the Victorian Cancer Council, in December 2001. Online behavior was evaluated using semi-structured interviews and Internet simulations where participants sought smoking cessation information and addressed set-case scenarios. Online interaction was tracked through pervasive logging with specialist software. RESULTS: Thirteen semi-structured interviews and 4 Internet simulations were conducted in January 2002. Participants sought online smoking cessation resources for reasons of convenience, timeliness, and anonymity-and because their current information needs were unmet. They employed simple search strategies and could not always find information in an efficient manner. Participants employed several different strategies to assess the quality of online health resources. CONCLUSIONS: Consumer online behavior can be studied using a combination of survey, observation, and online surveillance. However, further qualitative and observational research is required to harness the full potential of the Internet to deliver public health resources.
There have been many studies of what influences consumers in their decisions to purchase or consume organic foods, mainly concerned with fresh organic foods. These show a discrepancy between attitudes and behavior with people being positive about organic foods but often not purchasing them. This discrepancy seems to be explained by the fact that consumers do not consider "organically produced" to be an important purchase criterion, that organic foods are not perceived to surpass conventional foods regarding taste and shelf life (two qualities rated to be of great importance), and because of the perceived premium prices of organic foods. In two Swedish studies, health benefits were demonstrated to be more strongly related to attitudes and behavior toward organic foods than were perceived environmental benefits. A new European Union (EU) project will investigate the influences on both fresh and processed organic foods and investigate the role of moral, ethical, and affective influences on choice across eight EU countries.
Meta-analysis provides a structured method for combining results from several studies and accounting for and differentiating between study variables. Numerous food safety consumer research studies often focus on specific behaviors among different subpopulations but fail to provide a holistic picture of consumer behavior. Combining information from several studies provides a broader understanding of differences and trends among demographic subpopulations, and thus, helps in developing effective risk communication messages. In the illustrated example, raw/undercooked ground beef consumption and hygienic practices were evaluated according to gender, ethnicity, and age. Percentages of people engaging in each of the above behaviors (referred to as effect sizes) were combined using weighted averages of these percentages. Several measures, including sampling errors, random variance between studies, sample sizes of studies, and homogeneity of findings across studies, were used in the meta-analysis. The statistical significance of differences in behaviors across demographic segments was evaluated using analysis of variance. The meta-analysis identified considerable variability in effect sizes for raw/undercooked ground beef consumption and poor hygienic practices. More males, African Americans, and adults between 30 and 54 years (mid-age) consumed raw/undercooked ground beef than other demographic segments. Males, Caucasians, and Hispanics and young adults between 18 and 29 years were more likely to engage in poor hygienic practices. Compared to traditional qualitative review methods, meta-analysis quantitatively accounts for interstudy differences, allows greater consideration of data from studies with smaller sample sizes, and offers ease of analysis as newer data become available, and thus, merits consideration for its application in food safety consumer research.
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This article focuses on the impact of mass media meat-health information on consumer perception, attitude, and behavior toward fresh meat in Belgium. In a situation similar to that which occurred in most other European countries, Belgian fresh meat consumption fell considerably during 1995-1999. A multitude of messages linking meat consumption to human health risks were reported by mass media. Bovine Spongiform Encephalopathy (BSE) since 1996 and dioxin in 1999 constituted the major issues. Empirical research, conducted in April 1998, revealed the tremendous negative impact of mass media coverage of meat-health issues on consumer risk perception, health concern, and attitude and behavior toward fresh meat. Oppositely, personal communication through butchers had only a small effect on consumer decision-making in this era dominated by alarming meat-health press. Implications are threefold. First, mass media should be aware of its social responsibilities, which include spreading reliable and correct information to the society. This is especially the case as human health risks are involved. Second, the meat industry urgently needs to reorient itself toward quality, safety, and transparency. Finally, future communication dealing with similar crises situations requires cooperation across the meat chain, government, and those who are responsible for public health promotion and communication.
Different cognitive functioning, social, and personality changes appear to occur systematically during the adult life span. This article synthesizes research on life span changes in order to develop age-specific models of shopping behavior. The models are tested within a naturalistic field study of shoppers.
The health care system is in a period of transition, and as competition intensifies, health care providers will be fighting for their share of the marketplace. In the current era of consumerism, with patients taking an active role in demanding more convenient, expedient, accommodating, and satisfying medical services, only those health care providers who can deliver this product will continue to prosper. This article traces the evolution of the health care market and how the changes will affect the patient.
Schindler and Kibarian reported prices ending with a nine were associated with more purchases among customers who were women. To generalize this effect to a new business context, two groups of 200 people were solicited at home and asked to buy pancakes to raise money for a charitable organization. In half of the cases, the price of pancakes was 1.99euro, and in the other half they were proposed at 2.00euro. Analysis showed that the price ending with nine was associated with more subjects agreeing to the request, 118 of 200 vs 91 of 200.
Analysis of covariance structures (LISREL) was used to examine the influence of consumer held perceptions of service quality on consumer satisfaction and intentions to return. Results indicate that service quality is a significant predictor of consumer satisfaction which, in turn, predicts intention to return. Health care marketing implications are discussed.