consumer behavior

six
Understanding Patient Behavior:
Health Belief Model (HBM)
Perceived Perceived
Benefits Barriers

Perceived Self-Efficacy
Susceptibility (New)

Health Cues to
Perceived
Severity Behavior Action
(New)
Change

Rosenstock, 1966
Understanding Patient Behavior:
Theory of Reasoned Action
(TRA; Fishbein & Ajzen 1975, 1980)
 Social Engineering
• Large scale changes to social environment
 Social Engineering
• Small changes to personal environment
Psychological Factors: Motives
Food Marketing and Perception

https://www.youtube.com/watch?v=mKTORFmMycQ
Salt + Sugar + Fat = Addiction
 Four and a Half Stars:
The Effect of Passionate Reviews
Target Journal: Journal of Marketing
Coauthors: Elizabeth Aguirre, Dhruv Grewal, Ko de Ruyter and Martin Wetzel
Research Question

What are the effects of writing

a review on the reviewer herself?
Online Reviews Are Critical
Component in the Path to Purchase

32% of American IU have

posted online reviews (Pew
Research Center 2010).

78% of American IU consult

product reviews before
making a purchase (Pew
Research Center 2010).
Social Media and Healthcare:
Patients Talk About Their Medications
 We Love to Talk
About Ourselves
• Emotional information sharing
activates mesolimbic dopamine
system (Tamir and Mitchell 2012)

• This system is related to pleasure and

reward-seeking motivational states

• Reverse allesthesia - Rewarding

stimuli exposure activates a more
general motivational drive (Wadhwa,
Shiv and Nowlis 2008)
Social Sharing is Rewarding

Rewarding Stimulus Reward Seeking behaviors

(Wadhwa, Shiv and Nowlis 2008)

Taking a sip of Coca-Cola…

(van den Bergh, Dewitte and Warlop 2008)

Proposition

Our proposition:
Writing a review that focuses on one’s emotional
reactions to a product/service is a rewarding
experience that motivates people to engage in
impulsive and reward seeking behaviors.