The effects of mortality cues on consumers' ratings of hospital attributes.
A 2 x 2 x 2 factorial study with two levels each of price, quality, and mortality data was undertaken to determine consumers' reactions to hospital advertisements that include mortality statistics. Both as a simple effect and in selected interaction effects, mortality statistics are found to be significant to hospital choice, measured in terms of intentions and attitudes.
Marks
R B
RB
University of Wisconsin-Oshkosh.
Totten
J W
JW
D000329:Advertising / Q000379:methods; D000704:Analysis of Variance; D002755:Choice Behavior; D005069:Evaluation Studies as Topic; D005163:Factor Analysis, Statistical; D006761:Hospitals / Q000145:classification*; D006801:Humans; D009026:Mortality; D010342:Patient Acceptance of Health Care / Q000706:statistics & numerical data*; D011787:Quality of Health Care; D011795:Surveys and Questionnaires; D014481:United States