Consumers' attitudes toward advertising by medical professionals
Abstract
Purpose
The study aims to investigate consumers' attitudes toward advertising by medical professionals, and how the attitudes vary among different demographic groups.
Design/methodology/approach
A survey using quota sampling was conducted. Altogether 1,297 adults aged 20 or above in Hong Kong filled in an online questionnaire in March 2012.
Findings
Consumers' attitudes toward advertising by medical professionals were in general favorable. Respondents reported that advertising by medical professionals provides consumers with information about the services and qualifications of practitioners. However, consumers were worried about misleading information in these advertisements. Respondents perceived strongly that advertising by medical professionals would lead to an increase in the price of services. Younger respondents and respondents with higher education were more sceptical toward advertising by medical professionals.
Practical implications
Medical professionals should put emphasis on providing consumers with relevant information of their services, expertise, and qualifications to assist consumers' information search. They should refrain from using price appeal.
Originality/value
This is the first study to examine consumers' attitudes toward advertising by medical professionals in a Chinese context.
Keywords
Citation
Chan, K., Tsang, L. and Leung, V. (2013), "Consumers' attitudes toward advertising by medical professionals", Journal of Consumer Marketing, Vol. 30 No. 4, pp. 328-334. https://doi.org/10.1108/JCM-02-2013-0458
Publisher
:Emerald Group Publishing Limited
Copyright © 2013, Emerald Group Publishing Limited