Traditionalist: Q20 Involvement in health care decision-making
Level: Very high
Question: q20
Core statement: I make my own health care decisions
Response: Strongly agree
Intrinsic Motivation: I prefer making decisions about my own healthcare.
Recommendations: These adults are very involved with health care decision-making, and see it as their definite responsibility. Advertisements designed for them should speak to the self-determined individual who is in charge.
Themes: Visual cues can be medical or non-medical settings, as long as the individual is portrayed as being the one in charge. Visual or auditory cues can include health care professionals portrayed as seeing their role as doing what the patient ordered (e.g., "When my patients decide they need care, I make sure they get the most effective treatment."). Patients or adults can be portrayed as making the decisions as to which physicians to use, or which hospitals to go to (e.g., "My patient chose me for the same reason she chose the specialist."). Family members can also be shown acknowledging their relative's role in decision-making (e.g., "My son knows what we think, but it's his decision.").
Further considerations:
Appeal style: Utilitarian: Focus on use and benefits of products or services that help those involved in healthcare decisions.
Repetitions: Low repetitions
Durations: Long duration messages
Complexity: Broad based information about health issues and healthcare decision-making.
Content emphasis: Product/service performance and benefits that support personal healthcare decision-making.
Primary medium: Print and Internet
Fear appeals: Refrain from using fear appeals to motivate more involvement in health care decision-making.
Humor: Refrain from using humor to hold attention or to support greater recall.
Explicit conclusions: Let customer draw conclusions
Type of argument: One-sided argument: Emphasize direct benefits to health or to those who have active involvement in healthcare decisions.
Authority appeals: Medical authority figure or peer testimonial if confidence in medical professionals is low
Spokesperson: Expert spokesperson (experienced peer or doctor, nurse or other family health expert)
Level: Very high
Question: q20
Core statement: I make my own health care decisions
Response: Strongly agree
Intrinsic Motivation: I prefer making decisions about my own healthcare.
Recommendations: These adults are very involved with health care decision-making, and see it as their definite responsibility. Advertisements designed for them should speak to the self-determined individual who is in charge.
Themes: Visual cues can be medical or non-medical settings, as long as the individual is portrayed as being the one in charge. Visual or auditory cues can include health care professionals portrayed as seeing their role as doing what the patient ordered (e.g., "When my patients decide they need care, I make sure they get the most effective treatment."). Patients or adults can be portrayed as making the decisions as to which physicians to use, or which hospitals to go to (e.g., "My patient chose me for the same reason she chose the specialist."). Family members can also be shown acknowledging their relative's role in decision-making (e.g., "My son knows what we think, but it's his decision.").
Further considerations:
Appeal style: Utilitarian: Focus on use and benefits of products or services that help those involved in healthcare decisions.
Repetitions: Low repetitions
Durations: Long duration messages
Complexity: Broad based information about health issues and healthcare decision-making.
Content emphasis: Product/service performance and benefits that support personal healthcare decision-making.
Primary medium: Print and Internet
Fear appeals: Refrain from using fear appeals to motivate more involvement in health care decision-making.
Humor: Refrain from using humor to hold attention or to support greater recall.
Explicit conclusions: Let customer draw conclusions
Type of argument: One-sided argument: Emphasize direct benefits to health or to those who have active involvement in healthcare decisions.
Authority appeals: Medical authority figure or peer testimonial if confidence in medical professionals is low
Spokesperson: Expert spokesperson (experienced peer or doctor, nurse or other family health expert)