Selling Hope: The Role of Affect-Laden Health Care Advertising in Consumer Decision Making

Abstract

Consumers with serious illnesses may especially be attentive to and susceptible to the marketing communications of health care providers who offer hope and solutions. The purpose of this research is to examine the role of emotions in consumer health care decision making. Specifically, three studies investigate whether advertisements that induce hope engender trust and foster higher utilization intentions in consumers. Additionally, the effectiveness of testimonials, which often pervade health care advertising, is examined for its role in eliciting favorable evaluations toward the health care provider. Health care consumers, especially those with serious health conditions, may be considered vulnerable consumers. Implications for marketing to vulnerable health care consumers are discussed.