Who likes hospital advertising--consumer or physician?
Both consumers and physicians have favorable attitudes toward advertising in general, but their attitudes toward hospital advertising differ considerably. In particular, the two groups differ in their opinions about the influence of advertising on hospital choice, the value of the information being advertised, and the economic impact of advertising on hospitals.
Bell
J A
JA
Metropolitan State College of Denver, CO.
Vitaska
C R
CR
D000329:Advertising / Q000706:statistics & numerical data*; D001294:Attitude to Health; D016009:Chi-Square Distribution; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D003625:Data Collection; D006302:Health Services Research; D006761:Hospitals; D010820:Physicians / Q000523:psychology / Q000706:statistics & numerical data*; D015206:Southwestern United States