What do Australian health consumers believe about commercial advertisements and testimonials? a survey on health service advertising.

ABSTRACT:

Background

There has been little examination of consumer attitudes towards the commercial advertising of healthcare services in Australia and how marketing is used by consumers in their health decision-making. In this research, we examined how consumers reported commercial advertising helped them to understand the health services available to them and the influence that marketing had upon their choices.

Methods

A survey instrument using a Likert scale to indicate agreement or disagreement with 21 questions was developed using qualitative interviews before being distributed online within Australia. Sampling of participants was stratified by age, gender and location. The results were subjected to statistical analysis with Spearman Rank Correlation test being used for bivariate

SUBMITTER: Holden A 

PROVIDER: S-EPMC7791787 | biostudies-literature | 2021 Jan

REPOSITORIES: biostudies-literature