Understanding the role consumer involvement plays in the effectiveness of hospital advertising.
Both intensified competition and greater consumer participation in the choice process for healthcare has increased the importance of advertising for health care providers and seriously challenged many of the preconceptions regarding advertising. This study investigates the effectiveness of advertising under conditions of high and low involvement using the Elaboration Likelihood Model to develop hypotheses that are tested in a 2 x 2 x 2 experimental design. The study findings provide insights into the influence of message content and message source on consumers categorized as high or low involvement. It was found that consumers classified as high-involvement are more influenced by a core service-relevant message than those consumers classified as low-involvement. Moreover, a non-physician spokesperson was found to have as much or more influence as a physician spokesperson regardless of the consumers' involvement level.
McCullough
Tammy
T
Eastern Michigan University, Department of Marketing, Owen 469, Ypsilanti, MI 48197, USA. MKT_MCCULLOU@online.emich.edu
Dodge
H Robert
HR
D000329:Advertising; D002755:Choice Behavior; D003256:Community Participation / Q000706:statistics & numerical data*; D005260:Female; D006739:Hospital Administration; D006801:Humans; D016013:Likelihood Functions; D008297:Male; D008389:Marketing of Health Services / Q000458:organization & administration*; D015205:Northwestern United States; D010358:Patient Participation / Q000706:statistics & numerical data; D010565:Persuasive Communication; D010817:Physician-Patient Relations