The relative effect of price and personal referral cues on consumers' perception of dental services.
This paper reports on an experimental study that examines the relative effect of price and personal referral cues on the consumers perception of dental services. The results of the study show that price and personal referral do effect the perceived competence of the dentist as well as consumer purchase probability.
Crane
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D000704:Analysis of Variance; D001294:Attitude to Health; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D003752:Dental Health Services / Q000191:economics / Q000706:statistics & numerical data*; D005250:Fees, Dental; D006801:Humans; D008389:Marketing of Health Services; D011361:Professional Competence; D011897:Random Allocation; D012017:Referral and Consultation; D011795:Surveys and Questionnaires; D014481:United States