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Title: Healthcare self-management tools: promotion or prevention regulatory focus? A scale (PR-PV) development and validation
Authors: Nieroda, Marzena
Keeling, Kathy
Keeling, Debbie I.
Issue Date: 2015
Publisher: © Taylor and Francis Group
Citation: NIERODA, M., KEELING, K. and KEELING, D.I., 2015. Healthcare self-management tools: promotion or prevention regulatory focus? A scale (PR-PV) development and validation. Journal of Marketing Theory and Practice, 23 (1), pp. 57 - 74.
Abstract: Health self-management tools, believed to provide effective and cost-efficient healthcare, are often rejected by consumers. Regulatory focus theory (Higgins 2014) could facilitate adoption patterns of such tools by positioning adoption as matching/mismatching individual motivational concern: promotion/prevention focus. This research proposes that people perceive products as inherently promotion or prevention oriented, and matching person orientation to product orientation enhances tool uptake. The paper outlines the development of a scale measuring promotion/prevention characteristics of objects, providing evidence for dimensionality, convergent, discriminant, and predictive validity. The resulting PM-PV scale allows promotion/prevention categorization for personal healthcare tools with potential for wider generalization.
Description: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Theory and Practice on 6th Jan 2015, available online: http://dx.doi.org/10.1080/10696679.2015.980174
Version: Accepted for publication
DOI: 10.1080/10696679.2015.980174
URI: https://dspace.lboro.ac.uk/2134/17115
Publisher Link: http://dx.doi.org/10.1080/10696679.2015.980174
ISSN: 1069-6679
Appears in Collections:Published Articles (Business)

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