Message framing and credibility: application in dental services.
This study uses an experimental approach to test the influence of message framing and credibility on the attitude toward a dental exam and consumers' intention to use the dental office. The findings indicate a strong effect of credibility on attitude as well as intention. The influence of framing is also statistically significant. Implications for marketers in terms of message strategy are discussed.
Arora
R
R
Bloch School of Business and Administration, University of Missouri-Kansas City Office 64110-2499, USA.
D000329:Advertising / Q000379:methods; D003657:Decision Making; D003752:Dental Health Services / Q000706:statistics & numerical data*; D003945:Diagnosis, Oral; D007722:Health Knowledge, Attitudes, Practice; D006293:Health Promotion; D006801:Humans; D008389:Marketing of Health Services / Q000592:standards*; D015146:Midwestern United States; D010342:Patient Acceptance of Health Care / Q000523:psychology*; D010565:Persuasive Communication; D011795:Surveys and Questionnaires