How consumers choose a pharmacy.
Public access to outcomes data is increasing, and these data are being used to compare the performance of health care providers. This paper presents a model of consumer choice wherein a consumer's involvement, expertise, and opportunity determine the extent of problem-solving and the types of information considered. Consumers use a multiattribute decision process when all three factors are present. They use heuristics, choose randomly, or avoid making a decision if involvement, expertise, or opportunity are lacking. Consumers (N = 757) contacted by mail survey rated their involvement and ability to select a pharmacy. There were 461 responses (61%). Involvement and ability scores correlated with consumer demographics and experience in prescription purchasing. Before consumers will thoughtfully choose a pharmacy based on outcomes records, they must be motivated to invest the effort, have relevant information about alternatives, and know how to use that information to make an appropriate choice.
Lipowski
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Department of Pharmacy Health Care Administration, College of Pharmacy, University of Florida, Gainesville.
D002755:Choice Behavior; D003258:Consumer Behavior; D003657:Decision Making; D005260:Female; D006801:Humans; D010594:Pharmacies; D011795:Surveys and Questionnaires