Examining medical decision making from a marketing perspective

Barbara E. Kahn, Eric Greenleaf, Julie R. Irwin, Alice M. Isen, Irwin P. Levin, Mary Frances Luce, Manuel C.F. Pontes, James Shanteau, Marc Vanhuele, Mark J. Young

Research output: Contribution to journalReview articlepeer-review

15 Scopus citations


This paper explores how consideration of the medical context can add new elements to marketing thought. Differences between the medical context and other consumer contexts are reviewed. The effects that the medical context has on the way traditional constructs such as involvement, affect and stress, uncertainty and satisfaction affect choice are discussed. Finally, emerging research in medical contexts where future discoveries could enhance consumer choice theory are presented.

Original languageEnglish (US)
Pages (from-to)361-375
Number of pages15
JournalMarketing Letters
Issue number3
StatePublished - 1997
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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