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.
All Science Journal Classification (ASJC) codes
- Business and International Management
- Economics and Econometrics