Healthcare management tools: promotion or prevention regulatory focus? A scale (PR-PV) development and validation

Nieroda, Marzena, Keeling, Kathleen and Keeling, Debbie (2015) Healthcare management tools: promotion or prevention regulatory focus? A scale (PR-PV) development and validation. Journal of Marketing Theory and Practice, 23 (1). pp. 57-74. ISSN 1069-6679

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Abstract

Health self-management tools, believed to provide effective and cost-efficient healthcare, are often rejected by consumers. Regulatory focus theory (Higgins 2014) could facilitate adoption patterns of such tools by positioning adoption as matching/mismatching individual motivational concern: promotion/prevention focus. This research proposes that people perceive products as inherently promotion or prevention oriented, and matching person orientation to product orientation enhances tool uptake. The paper outlines the development of a scale measuring promotion/prevention characteristics of objects, providing evidence for dimensionality, convergent, discriminant, and predictive validity. The resulting PM-PV scale allows promotion/prevention categorization for personal healthcare tools with potential for wider generalization.

Item Type: Article
Schools and Departments: School of Business, Management and Economics > Business and Management
Subjects: H Social Sciences > H Social Sciences (General)
Q Science > QZ Psychology
Depositing User: Debbie Keeling
Date Deposited: 19 Jun 2017 07:20
Last Modified: 19 Jun 2017 07:26
URI: http://sro.sussex.ac.uk/id/eprint/68672

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