Critically Discerning: Q14 Involvement in health care decision-making
Level: Neutral
Question: q14
Core statement: When I get sick, I count on others close to me to tell me where to go and who I should see
Response: Neither agree nor disagree
Intrinsic Motivation: When I get sick, I may or may not count on others close to me to tell me where to go and who I should see. It may or may not be a good idea to have others involved in decisions about my health.
Recommendations: These adults are fairly involved with health care decision-making, but may rely to some extent on others. Advertisements designed for them should minimize detailed information in favor of communicating the core message (e.g., name, location, call for information, ask you doctor, talk to family members).
Themes: Visual cues can be medical or non-medical settings. Visual or auditory cues can include health care professionals portrayed as seeing their role as one of assisting their patients with the right decision (e.g., "My patients want my opinion of what right healthcare decision should be."). Patients or adults can be portrayed as letting physicians advise them to help them decide what is correct (e.g., "When I need a healthcare decision, I give a lot of consideration to what my doctor thinks."). They can also be shown relying on family members (e.g., "It's my decision, but I would seek the advice of my parents", "I balance the healthcare decisions between what I want and what my spouse thinks is best".).
Further considerations:
Appeal style: Mixture of hedonic (emotional, feeling) and utilitarian (facts, features, and benefits that focus on healthcare decisions).
Repetitions: Medium repetitions
Durations: Medium duration messages
Complexity: Balance key points with broad based information that support healthcare decision-making.
Content emphasis: Combine some active visuals with message elements
Primary medium: Mix of television/radio and print
Fear appeals: Use fear appeals sparingly and carefully
Humor: Use moderate humor
Explicit conclusions: Combine drawing explicit conclusions with letter customer draw explicit conclusions
Type of argument: Use combination of one-sided and two-sided arguments
Authority appeals: Peer testimonial or medical authority
Spokesperson: Balance of referent spokesperson--someone the customer can easily relate to--and expert spokesperson.
Level: Neutral
Question: q14
Core statement: When I get sick, I count on others close to me to tell me where to go and who I should see
Response: Neither agree nor disagree
Intrinsic Motivation: When I get sick, I may or may not count on others close to me to tell me where to go and who I should see. It may or may not be a good idea to have others involved in decisions about my health.
Recommendations: These adults are fairly involved with health care decision-making, but may rely to some extent on others. Advertisements designed for them should minimize detailed information in favor of communicating the core message (e.g., name, location, call for information, ask you doctor, talk to family members).
Themes: Visual cues can be medical or non-medical settings. Visual or auditory cues can include health care professionals portrayed as seeing their role as one of assisting their patients with the right decision (e.g., "My patients want my opinion of what right healthcare decision should be."). Patients or adults can be portrayed as letting physicians advise them to help them decide what is correct (e.g., "When I need a healthcare decision, I give a lot of consideration to what my doctor thinks."). They can also be shown relying on family members (e.g., "It's my decision, but I would seek the advice of my parents", "I balance the healthcare decisions between what I want and what my spouse thinks is best".).
Further considerations:
Appeal style: Mixture of hedonic (emotional, feeling) and utilitarian (facts, features, and benefits that focus on healthcare decisions).
Repetitions: Medium repetitions
Durations: Medium duration messages
Complexity: Balance key points with broad based information that support healthcare decision-making.
Content emphasis: Combine some active visuals with message elements
Primary medium: Mix of television/radio and print
Fear appeals: Use fear appeals sparingly and carefully
Humor: Use moderate humor
Explicit conclusions: Combine drawing explicit conclusions with letter customer draw explicit conclusions
Type of argument: Use combination of one-sided and two-sided arguments
Authority appeals: Peer testimonial or medical authority
Spokesperson: Balance of referent spokesperson--someone the customer can easily relate to--and expert spokesperson.