Profiles of Attitudes Toward Healthcare: Psychographic Segmentation
Abstract
Two thousand telephone interviews conducted with adult heads of household in ten different U.S. metropolitan areas were used to gather data regarding people's health care attitudes and behaviors. A review of the health care marketing and services research was used to identify psychographic, attitudinal and behavioral dimensions particularly relevant to health care marketing and communications. A comprehensive analysis scheme was used to identify distinct psychographically-defined consumer segments and validate their existence both within and across the geographic markets surveyed. The motivation for the research comes from the need among health care marketing professionals for a reliable description of consumers across dimensions that influence health care behaviors and purchasing choices. The study results indicate that psychographically defined consumer segments do exist, they share common interactive patterns of health thinking and behavior, and can be generalized across U.S. markets. Implications for health care marketing applications are discussed.
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Two thousand telephone interviews conducted with adult heads of household in ten different U.S. metropolitan areas were used to gather data regarding people's health care attitudes and behaviors. A review of the health care marketing and services research was used to identify psychographic, attitudinal and behavioral dimensions particularly relevant to health care marketing and communications. A comprehensive analysis scheme was used to identify distinct psychographically-defined consumer segments and validate their existence both within and across the geographic markets surveyed. The motivation for the research comes from the need among health care marketing professionals for a reliable description of consumers across dimensions that influence health care behaviors and purchasing choices. The study results indicate that psychographically defined consumer segments do exist, they share common interactive patterns of health thinking and behavior, and can be generalized across U.S. markets. Implications for health care marketing applications are discussed.
Get Full Paper Here