Understanding the role consumer involvement plays in the effectiveness of hospital advertising
Both intensified competition and greater consumer participation in the choice process for healthcare has increased the importance of advertising for health care providers and seriously challenged many of the preconceptions regarding advertising. A study investigates the effective of advertising under conditions of high and low involvement using the Elaboration Likelihood Model. The study findings provide insights into the influence of message content and message source on consumers categorized as high or low involvement. It was found that consumers classified as high-involvement are more influenced by a core service-relevant message than those consumers classified as low-involvement.
McCullough, T., & Dodge, H. R. (2002). Understanding the role consumer involvement plays in the effectiveness of hospital advertising. Health Marketing Quarterly, 19(3), 3–20. doi:10.1300/J026v19n03_02