How consumers view dental advertising: An empirical analysis

Moser, H. Ronald

doi:10.1057/jmm.2008.5

Cited by 12 publications

(9 citation statements)

References 16 publications

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“…22 While the attitude of health-care professionals toward advertising is mixed and the attitude of most state regulators has generally been negative, the attitude of consumers has historically been fairly positive. [23][24][25] Research has shown attitudes toward advertising by chiropractors and health-care professionals have become significantly more positive in recent years. Such advertising is therefore expected to increase as many chiropractors and health-care providers attempt to prevent erosion of market share and seek new markets for growth within their practices.…”

Section: Background and General Research Questionsmentioning

confidence: 99%

An empirical analysis of the public’s attitudes toward advertising chiropractic services: A comparative cross-sectional study

Moser

Freeman

2017

Journal of Medical Marketing

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The purpose of this study is to investigate current attitudes and opinions about chiropractors' advertising and to compare them to the attitudes expressed eight years ago. This study was designed to determine (a) consumers' attitudes toward advertising by chiropractors, (b) which media consumers feel are appropriate for chiropractors' advertising, (c) whether consumers are seeing chiropractors' advertising, and (d) if so, through which media. It replicates a survey conducted in 2008 and uses a very similar questionnaire and the same general population to compare responses longitudinally. Both the 2008 and 2016 respondents agreed that the public would be provided useful information through advertising by chiropractors, and both groups also believed it is proper for chiropractors to advertise. The study seems to confirm the belief of many marketing professionals that advertising and marketing clearly have a place in the future of health-care services.

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Section: Background and General Research Questionsmentioning

confidence: 99%

An empirical analysis of the public’s attitudes toward advertising chiropractic services: A comparative cross-sectional study

Moser

Freeman

2017

Journal of Medical Marketing

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“…Traditionally, advertising in the health professions was a contentious issue (Moser, 2008); however, most health care associations and societies have accepted advertising as one means of communicating to health care clients. Moser (2008) found that consumers are generally receptive to the use of dental advertising to communicate information about their services.…”

Section: Advice From Friends Family and Salespeople And Advertisingmentioning

confidence: 99%

Exploring Senior Living Alternatives to Institutional Care: Differences between Residents and Non-residents

Reisenwitz

2017

Global Business Review

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The demand for senior living will continue to increase as America ages. There are various types of senior living facilities, but continuing care retirement communities (CCRCs), or life care communities, have become quite popular. They offer a wide selection of services for residents. This study focused on a particular CCRC and examined the differences between two groups: CCRC residents and non-residents, that is, those who considered CCRC residency but decided against it. First, a consumer profile was developed, detailing the characteristics of the typical CCRC resident. Then, various psychographic variables were analyzed to compare the two groups: cognitive age, advice from friends, family and salespeople, attitude towards the advertising, involvement and self-image or self-concept. T-tests revealed significant differences between groups regarding cognitive age, salespeople advice and self-image or self-concept. Implications for marketers are discussed and directions for future research are provided.

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“…However, according to Rizzo and Zeckhauser, advertising by health care professionals has increased dramatically during the past decade, and this trend seems likely to continue (Moser, 2008;Rizzo & Zeckhauser, 1992), although many professionals find themselves ill equipped to handle the dynamics of a changing environment, especially without some form of ongoing marketing plan. Most professional societies and associations have, at some point, prohibited the marketing of their services (Lee, 2002).…”

Section: Introductionmentioning

confidence: 99%

An empirical analysis of ethical and professional issues in physicians’ advertising: A comparative cross-sectional study

Moser

Stevens

Loudon

2016

Health Marketing Quarterly

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The purpose of this study is to investigate current attitudes and opinions of physicians' advertising and to compare them to the attitudes expressed 10 years previously. This study was designed to determine (a) consumers' attitudes toward advertising by physicians, and (b) whether age, occupation, income, education, or sex of consumer accounted for any significant difference in attitudes toward physicians who advertise. The study seems to confirm the belief of many marketing professionals that advertising and marketing do not have a place in the management and operation of professional services.

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How consumers view dental advertising: An empirical analysis

Abstract: He is the author of more than 100 basic and applied research articles, published presentations, and cases in marketing management and related areas. His articles have appeared in the International

Cited by 12 publications

References 16 publications

An empirical analysis of the public’s attitudes toward advertising chiropractic services: A comparative cross-sectional study

An empirical analysis of the public’s attitudes toward advertising chiropractic services: A comparative cross-sectional study

Exploring Senior Living Alternatives to Institutional Care: Differences between Residents and Non-residents

An empirical analysis of ethical and professional issues in physicians’ advertising: A comparative cross-sectional study

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