Naturalist: Q22 Propensity to experiment with health care alternatives
Level: Strongly agree
Question: q22
Core statement: I try to use vitamins, herbs, and home remedies instead of drugs to cure illness and keep myself healthy
Response: Strongly agree
Intrinsic Motivation: I’m confident in the promises of natural, non-medical approaches to health.
Recommendations: The theme of "using natural or other alternatives to drugs" should dominate the message. The individual has branched out and explored other methods of healthcare treatments, and does not feel dependent on the medical establishment.
Themes: Visual cues should focus on the individual with the emphasis on their own testimony. Traditional medical settings (e.g., doctor's office, hospital) should be minimized in favor of home, work, or outdoor settings. Auditory cues should highlight the voice of the individual. Or the voice of a peer praising the practices of the close friend or family member who practices good nutrition, natural alternatives, and minimizes the use of heavy medications. The voice of the patient who is open to alternative wellness discoveries or other new methods of treatment should be emphasized. For example, the individual should be heard or shown extolling the virtues "herbal" remedies or natural alternatives. Also, the patient can be portrayed as going beyond the practices and remedies of their parents.
Further considerations:
Appeal style: Utilitarian (focus on health and benefits that support the use of natural, non-medical approaches to health).
Repetitions: Low repetitions
Durations: Long duration messages
Complexity: Broad based information on alternative medicine, research, etc.
Content emphasis: Product/service performance and benefits that support the use of natural, non-medical approaches to health.
Primary medium: Print and Internet
Fear appeals: Refrain from using fear appeals to motivate use of natural, non-medical approaches to health.
Humor: Refrain from using humor to motivate use of alternative medicine.
Explicit conclusions: Let customer draw conclusions
Type of argument: One-sided argument: Focus on benefits to staying healthy through use of natural, non-medical approaches.
Authority appeals: Peer testimonial
Spokesperson: Expert spokesperson (experienced peer or expert in non-medical, natural approaches)
Level: Strongly agree
Question: q22
Core statement: I try to use vitamins, herbs, and home remedies instead of drugs to cure illness and keep myself healthy
Response: Strongly agree
Intrinsic Motivation: I’m confident in the promises of natural, non-medical approaches to health.
Recommendations: The theme of "using natural or other alternatives to drugs" should dominate the message. The individual has branched out and explored other methods of healthcare treatments, and does not feel dependent on the medical establishment.
Themes: Visual cues should focus on the individual with the emphasis on their own testimony. Traditional medical settings (e.g., doctor's office, hospital) should be minimized in favor of home, work, or outdoor settings. Auditory cues should highlight the voice of the individual. Or the voice of a peer praising the practices of the close friend or family member who practices good nutrition, natural alternatives, and minimizes the use of heavy medications. The voice of the patient who is open to alternative wellness discoveries or other new methods of treatment should be emphasized. For example, the individual should be heard or shown extolling the virtues "herbal" remedies or natural alternatives. Also, the patient can be portrayed as going beyond the practices and remedies of their parents.
Further considerations:
Appeal style: Utilitarian (focus on health and benefits that support the use of natural, non-medical approaches to health).
Repetitions: Low repetitions
Durations: Long duration messages
Complexity: Broad based information on alternative medicine, research, etc.
Content emphasis: Product/service performance and benefits that support the use of natural, non-medical approaches to health.
Primary medium: Print and Internet
Fear appeals: Refrain from using fear appeals to motivate use of natural, non-medical approaches to health.
Humor: Refrain from using humor to motivate use of alternative medicine.
Explicit conclusions: Let customer draw conclusions
Type of argument: One-sided argument: Focus on benefits to staying healthy through use of natural, non-medical approaches.
Authority appeals: Peer testimonial
Spokesperson: Expert spokesperson (experienced peer or expert in non-medical, natural approaches)