Advertisement

The Impact of Health Services versus General Services and Goods on Consumers’ Assessment of Perceived Risk in the UK

  • Ruth A. Ashford
  • Peter Cuthbert
  • Najah Shani
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)

Abstract

It is acknowledged (Weinstein & Nicholich, 1993) that with the development of services marketing specifically related to health services comes a need to understand the aspects of consumer risk behavior. This paper examines differences in perceived risk between health services, general services and goods and will seek to substantiate and develop the work reported by Murray and Schlacter, (1990), utilizing a qualitative methodology with repeated measures and nested factors. The conclusions support the hypotheses that there are significant differences in perceptions of physical, convenience and social risks when purchasing health services.

Keywords

Health Service Risk Perception Dental Care Social Risk General Service 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. Anderson, R. J. and Morgan, J. D. 1992. "Marketing Dentistry: A Pilot Study in Dudley", Community Dental Health, 9, 1: 1-220Google Scholar
  2. Ashford, R A. 1998. "An Investigation of Male Attitudes toward marketing communications from Dental Service providers", British Dental Journal, 184, 5: 235-238CrossRefGoogle Scholar
  3. Ashford, R A. 1995. "Marketing Pain? A Study of Male Attitudes to Dental Provision", Proceedings of the Marketing Education Group Annual Conference,: 905-6Google Scholar
  4. Barnett, P. R. and Kowal, L. S. 1988. "The Business Corporation and Dentistry in a Retail Environment". Journal of Dentist Practice Administration, 5:1:13-20Google Scholar
  5. Bramley, P 1994. "British Dental Association Presidential Address", British Dental Journal, 7:168Google Scholar
  6. Bullough, B, 1972. “Poverty, Ethnic Identity and Preventive Health Care”, Journal of Health & Social Behaviour, 13: 347-359CrossRefGoogle Scholar
  7. Cohn, L, Macfarlane, S, Yanez, Imai, W, 1995. “Risk-Perception:Differences Between Adolescents and Adults”, Health Psychology. 14. 3:217-222 CrossRefGoogle Scholar
  8. Cox, D and Rich, S, 1964, "Perceived Risk and Consumer Decision-making - The Case of Telephone Shopping", Journal of Market Research, 1: 32-39CrossRefGoogle Scholar
  9. Curson, I and Coplans, M. P. 1970. "The Need for Sedation in Conservative Dentistry", British Dental Journal, 128:19-22CrossRefGoogle Scholar
  10. Dental Practioner Board (DPB) - Dental Data Services (DDS), 1994. Registrations GPS Quarterly Statistics, Apr-June.Google Scholar
  11. Dowling, G R and Staelin, R, 1994, "A Model of Perceived Risk and Intended Risk-handling Activity. Journal of Consumer Research, 21,1: 119-125CrossRefGoogle Scholar
  12. Fields, T. 1988. "Utilisation Effectiveness & Professional Acceptability of Marketing Activities in Dentistry". Journal of Tennessee Dental Association, 68, 1: 24-28Google Scholar
  13. Finch, H, Keegan, J, Ward, K and Sen, B. 1988. "Barriers to Dental Care". Social Community and Planning Research: 5944Google Scholar
  14. Green, A. and Green, R. M. 1985. “Attitudes of Some Young female Bank Employees to Dentistry”, Journal of Dentistry. 17: 68-71CrossRefGoogle Scholar
  15. Green, A. and Green, R. M. 1989. "Adult Attitudes to dentistry Among Dental Attenders in South Wales", British Dental Journal, 159: 157-160CrossRefGoogle Scholar
  16. Hassett, John. 1978. "Why Dentists Are a Pain in the Mind", Psychology Today: 60-5Google Scholar
  17. Janz, N. K., & Becker, M. H. 1984. "The Health Belief Model: A Decade Later", Health Education Quarterly, 11, Nov: 1-47CrossRefGoogle Scholar
  18. Kaplan, L B, Szybillo, G J, and Jacoby, J. 1994. "Components of Perceived Risk in Product Purchase: A Cross Validation", Journal of Applied Psychology. 59, 3: 287-291CrossRefGoogle Scholar
  19. Kowalewski, M R, Henson, K D, and Longshore, D. 1997,."Rethinking Perceived Risk and Health Behavior: a Critical Review of HIV Prevention Research", Health Education and Behavior, 24, 3: 313-325CrossRefGoogle Scholar
  20. Kreuter, M W, and Strecher, V J. 1995. "Changing Inaccurate Perceptions of Health Risk: Results from a Randomized Trial", Health Psychology, 14, 1: 56-63CrossRefGoogle Scholar
  21. Lek, Y Y and Bishop, G D. 1995. "Perceived Vulnerability to illness Threats: The Role of Disease Type, Risk Factor Perception and Attributions". Psychology and Health. 10:205-217CrossRefGoogle Scholar
  22. Lutz, R J and Reilly, P J. 1973. "An Exploration of the effects of Perceived Social and Performance Risk on Consumer Information Acquisition", Advances in Consumer Researchl 1: 393-405Google Scholar
  23. Mitchell, VW. 1997. "Risk Perceptions in Grocery Retailing", Proceedings of the Academy of Annual Marketing Conference. ; 637-646Google Scholar
  24. Mitchell, VW and Kiral .1997. "Risk Positioning Perceptions of Multiple UK Grocery Retailers", Procedings of the British Academy of Management Annual Conference,: 323-354Google Scholar
  25. Murray, K B, & Schlacter, J L. 1990. "The Impact of Services Versus Goods on Consumer’ Assessment of Perceived Risk and Variability", Journal of the Academy of Marketing Science, 18,1: 51-65CrossRefGoogle Scholar
  26. Ritchie, J, Jacoby, A and Bone, M. 1981. Access to Primary Health Care, HMSO, LondonGoogle Scholar
  27. Roselius, T. 1971. "Consumer Rankings of Risk Reduction Methods", Journal of Marketing, 35: 56-61CrossRefGoogle Scholar
  28. Saidi, G, Sutton, S and Bickler, G. 1998. "A Predictive Study of Reasons for Attendance and Non-Attendance at Breast Screening Programme", Psychology and Health, 13: 23-33CrossRefGoogle Scholar
  29. Todd, J. E., Walker, J. A. and Dodd, P. 1982. Adult Dental Health 1978. II, HMSO, LondonGoogle Scholar
  30. Trimpop, R. M., Kerr, J. and Kirkcaldy, B. 1999. "Comparing Personality Constructs of risk-taking Behvior", Personality and Individual Differences, 26: 237-254CrossRefGoogle Scholar
  31. Van Groenestijn, M, A, Maas-de Waal, C. J., Mileman, P. A. and Swallow, J. N. 1980. "The Ideal Dentist", Social Science and Medicine, 14A: 533-540Google Scholar
  32. Wardle, J, 1982 "Fear of Dentistry", British Journal of Medical Psychology, 55:119-126CrossRefGoogle Scholar
  33. Weinstein, N and Nicolich, M. 1993. "Correct and Incorrect Interpretations of Correleations between Risk Perceptions and Risk Behaviors", Health Psychology, 12,3 : 235-245CrossRefGoogle Scholar

Copyright information

© Academy of Marketing Science 2015

Authors and Affiliations

  • Ruth A. Ashford
    • 1
  • Peter Cuthbert
    • 1
  • Najah Shani
    • 1
  1. 1.Manchester Metropolitan UniversityNewarkUSA

Personalised recommendations