Wisely Frugal: Q22 Propensity to experiment with health care alternatives
Level: Neutral
Question: q22
Core statement: I try to use vitamins, herbs, and home remedies instead of drugs to cure illness and keep myself healthy
Response: Neither agree nor disagree
Intrinsic Motivation: I’m only moderately confident in the benefits of natural, non-medical approaches to health. I may give it a try, but I'll probably need medicine from a doctor.
Recommendations: The theme of "mixing the tried and true with other alternatives" should dominate the message. The individual has engaged in some branching out to other methods of healthcare treatments not engaged in or practiced by their parents, and not necessarily recommended by their doctor.
Themes: Visual cues can include physician and patient, or nurse and patient, with the emphasis on the patient testimony. Traditional medical settings (e.g., doctor's office, hospital) should be mixed or balanced with other delivery settings (e.g., shopping centers or home). Auditory cues should highlight the patient or individual over the authoritative voice of the "traditional" doctor. The voice of the trusting patient who is not closed to alternative wellness discoveries or other new methods of treatment should be emphasized. For example, the patient can be shown extolling the virtues of both "prescriptions" and "herbal" remedies. Also, the patient can be portrayed as both trusting the cures of their parents as well as going beyond them a little.
Further considerations:
Appeal style: Mixture of hedonic (emotional, feeling) and utilitarian (facts, features, and benefits that support using alternative medicine approaches)
Repetitions: Medium repetitions
Durations: Medium duration messages
Complexity: Balance key points with broad based information
Content emphasis: Combine some active visuals with message elements related to the use of alternative medicine.
Primary medium: Mix of television/radio and print
Fear appeals: Use fear appeals sparingly and carefully
Humor: Use mild humor to show benefits of alternative medicine.
Explicit conclusions: Combine drawing explicit conclusions with letting 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 and expert spokesperson
Level: Neutral
Question: q22
Core statement: I try to use vitamins, herbs, and home remedies instead of drugs to cure illness and keep myself healthy
Response: Neither agree nor disagree
Intrinsic Motivation: I’m only moderately confident in the benefits of natural, non-medical approaches to health. I may give it a try, but I'll probably need medicine from a doctor.
Recommendations: The theme of "mixing the tried and true with other alternatives" should dominate the message. The individual has engaged in some branching out to other methods of healthcare treatments not engaged in or practiced by their parents, and not necessarily recommended by their doctor.
Themes: Visual cues can include physician and patient, or nurse and patient, with the emphasis on the patient testimony. Traditional medical settings (e.g., doctor's office, hospital) should be mixed or balanced with other delivery settings (e.g., shopping centers or home). Auditory cues should highlight the patient or individual over the authoritative voice of the "traditional" doctor. The voice of the trusting patient who is not closed to alternative wellness discoveries or other new methods of treatment should be emphasized. For example, the patient can be shown extolling the virtues of both "prescriptions" and "herbal" remedies. Also, the patient can be portrayed as both trusting the cures of their parents as well as going beyond them a little.
Further considerations:
Appeal style: Mixture of hedonic (emotional, feeling) and utilitarian (facts, features, and benefits that support using alternative medicine approaches)
Repetitions: Medium repetitions
Durations: Medium duration messages
Complexity: Balance key points with broad based information
Content emphasis: Combine some active visuals with message elements related to the use of alternative medicine.
Primary medium: Mix of television/radio and print
Fear appeals: Use fear appeals sparingly and carefully
Humor: Use mild humor to show benefits of alternative medicine.
Explicit conclusions: Combine drawing explicit conclusions with letting 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 and expert spokesperson