Abstract
Using data generated from a sample of 752 elderly this research examines the influence of race (a dichotomy of white and black) on use of information sources and actual provider usage in the healthcare market. Results from oneway ANOVA's indicate that there are significant differences between blacks and whites on a number of variables. Blacks find information from television more helpful than do whites, have a much higher degree of direct mail healthcare information usage than do whites, believe the yellow pages offer useful information to a higher degree than do whites, and find newspapers a greater source of healthcare information than do whites. They also report a higher degree of personal information search and have a higher usage of healthcare facilities.
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Rahtz, D.R., Kosenko, R. (2015). Race as an Influence on Healthcare Information Sources and Provider Usage by the Elderly. In: King, R. (eds) Minority Marketing: Issues and Prospects. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17392-4_17
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DOI: https://doi.org/10.1007/978-3-319-17392-4_17
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