The Role of Affect in Consumer Evaluation of Health Care Services

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25 Citations (Scopus)

Abstract

Health care services are typically consumed out of necessity, typically to recover from illness. While the consumption of health care services can be emotional given that consumers experience fear, hope, relief, and joy, surprisingly, there is little research on the role of consumer affect in health care consumption. We propose that consumer affect is a heuristic cue that drives evaluation of health care services. Drawing from cognitive appraisal theory and affect-as-information theory, this article tests a research model (N = 492) that investigates consumer affect resulting from service performance on subsequent service outcomes.

Original languageEnglish
Pages (from-to)31-47
Number of pages17
JournalHealth Marketing Quarterly
Volume32
Issue number1
DOIs
Publication statusPublished - 2 Jan 2015
Externally publishedYes

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