Health involvement modulates physician preference in the brain during online health consultation.

ABSTRACT: In traditional offline health-seeking behavior, patients consistently exhibit a preference for similar types of physicians due to limited access to physicians' information. Nevertheless, with the advent of online health consultation platforms offering comprehensive physicians' information for patients, raises the question: do patients continue to exhibit uniform preference for physicians? To address this issue, we first employed a behavioral experiment to discern patients' preferences for different types of physicians' information under different health involvement, and then conducted a functional magnetic resonance imaging (fMRI) experiment to furnish neural/physiological evidence. The results showed that health involvement modulates patients' preferences, when health involvement was low,

SUBMITTER: Zhang Y 

PROVIDER: S-EPMC10787842 | biostudies-literature | 2024 Jan

REPOSITORIES: biostudies-literature