Health care advertising: comparing the attitudes of hospital administrators and consumers.
A survey of health care institution administrators and consumers finds that the former give significantly more positive approval to their advertising than their consumers do. In fact, the latter perceive medical advertising to be rather unprofessional. Among the administrators, more positive attitudes toward their advertising is projected by those who have used advertising in the past and by female administrators.
Burton
G E
GE
School of Business and Administrative Sciences, California State University-Fresno 93740.
D000329:Advertising / Q000592:standards*; D001291:Attitude of Health Personnel; D001294:Attitude to Health; D002140:California; D004465:Economic Competition; D004991:Ethics, Institutional; D005260:Female; D006740:Hospital Administrators / Q000523:psychology*; D006801:Humans; D008297:Male; D008389:Marketing of Health Services / Q000592:standards*; D012737:Sex Factors; D011795:Surveys and Questionnaires