Marketing Letters

, Volume 8, Issue 3, pp 361–375 | Cite as

Examining Medical Decision Making from a Marketing Perspective

  • Barbara Kahn
  • Eric Greenleaf
  • Julie Irwin
  • Alice Isen
  • Irwin Levin
  • Mary Luce
  • Manuel Pontes
  • James Shanteau
  • Marc Vanhuele
  • Mark Young


This paper explores how consideration of the medical context can add newelements to marketing thought. Differences between the medical context andother consumer contexts are reviewed. The effects that the medical contexthas on the way traditional constructs such as involvement, affect andstress, uncertainty and satisfaction affect choice are discussed. Finally,emerging research in medical contexts where future discoveries could enhanceconsumer choice theory are presented.

decision-making health care involvement stress framing 


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Copyright information

© Kluwer Academic Publishers 1997

Authors and Affiliations

  • Barbara Kahn
    • 1
  • Eric Greenleaf
    • 2
  • Julie Irwin
    • 2
  • Alice Isen
    • 3
  • Irwin Levin
    • 4
  • Mary Luce
    • 5
  • Manuel Pontes
    • 6
  • James Shanteau
    • 7
  • Marc Vanhuele
    • 8
  • Mark Young
    • 9
  1. 1.Marketing Department, The Wharton SchoolUniversity of PennsylvaniaPhiladelphia
  2. 2.New York UniversityUSA
  3. 3.Cornell UniversityUSA
  4. 4.University of IowaUSA
  5. 5.University of PennsylvaniaUSA
  6. 6.Farleigh Dickinson UniversityUSA
  7. 7.Kansas State UniversityUSA
  8. 8.Groupe H.E.CUSA
  9. 9.Penn State Hershey College of MedicineUSA

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