Health Contented: Q6 Involvement in health care decision-making
Level: Moderate
Question: q6
Core statement: Someone else close to me makes health care decisions for the family
Response: Neither agree nor disagree
Intrinsic Motivation: Sometimes it’s a good idea to have others involved in decisions about my family's health.
Recommendations: These adults are fairly involved with health care decision-making, but do 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 family healthcare decisions).
Repetitions: Medium repetitions
Durations: Medium duration messages
Complexity: Balance key points with broad based information
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 to motivate attention to family health or healthcare decision-making.
Humor: Use moderate humor
Drawing conclusions: Combine drawing explicit conclusions with letting customer draw explicit conclusions
Type of argument: Use a 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: Moderate
Question: q6
Core statement: Someone else close to me makes health care decisions for the family
Response: Neither agree nor disagree
Intrinsic Motivation: Sometimes it’s a good idea to have others involved in decisions about my family's health.
Recommendations: These adults are fairly involved with health care decision-making, but do 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 family healthcare decisions).
Repetitions: Medium repetitions
Durations: Medium duration messages
Complexity: Balance key points with broad based information
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 to motivate attention to family health or healthcare decision-making.
Humor: Use moderate humor
Drawing conclusions: Combine drawing explicit conclusions with letting customer draw explicit conclusions
Type of argument: Use a 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.