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Healthcare management tools: promotion or prevention regulatory focus? A scale (PR-PV) development and validation
journal contribution
posted on 2023-06-09, 06:46 authored by Marzena Nieroda, Kathleen Keeling, Debbie KeelingDebbie KeelingHealth self-management tools, believed to provide effective and cost-ef?cient 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.
History
Publication status
- Published
File Version
- Published version
Journal
Journal of Marketing Theory and PracticeISSN
1069-6679Publisher
Taylor & FrancisExternal DOI
Issue
1Volume
23Page range
57-74Department affiliated with
- Business and Management Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2017-06-19First Compliant Deposit (FCD) Date
2017-06-16Usage metrics
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