Nobody understands me! The need for empathy: Exploring the mind-set of consumers with medical problems
International Journal of Pharmaceutical and Healthcare Marketing
ISSN: 1750-6123
Article publication date: 6 June 2018
Issue publication date: 9 July 2018
Abstract
Purpose
This paper aims to explore the mind-set of consumers with negative mood states during mundane consumption activities.
Design/methodology/approach
The authors conducted in-depth interviews with 17 informants who have recently experienced severe yet temporary medical problems.
Findings
Consumers with severe medical problems experience an increased need for empathy during mundane business interactions, and their reaction to service failures is aggravated.
Originality/value
Although previous research has investigated the relationship between empathy and satisfaction in healthcare services, the current research provides a novel perspective by studying the mind-set of customers with medical problems during regular consumption activities. Further, previous research has called for a need for qualitative work in empathy research. This gap is also addressed by the current research.
Keywords
Citation
Topaloglu, O. and Erkaya, Y. (2018), "Nobody understands me! The need for empathy: Exploring the mind-set of consumers with medical problems", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 12 No. 2, pp. 146-157. https://doi.org/10.1108/IJPHM-05-2017-0022
Publisher
:Emerald Publishing Limited
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