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Identifying the health conscious consumer.
1W. Frank Barton School of Business, Wichita State University, KS.
Journal of Health Care Marketing
|March 4, 1994
Summary
A new Wellness Scale helps identify individuals with a wellness-oriented lifestyle, focusing on nutrition, fitness, and stress management. This tool aids in health promotion and targeted marketing of health products and services.
Area of Science:
- Health Promotion
- Consumer Health Behavior
- Psychometrics
Background:
- Wellness-oriented lifestyles involve proactive health management across nutrition, fitness, and stress.
- Individuals lacking wellness orientation represent higher health risks and are targets for health promotion.
- Effective measurement tools are needed to identify and engage these populations.
Purpose of the Study:
- To introduce and validate a new scale for measuring the wellness-oriented lifestyle.
- To provide healthcare marketers with a tool for customer segmentation and targeted marketing.
Main Methods:
- Detailed scale development procedures were employed.
- Five studies were conducted to establish the validity of the Wellness Scale.
- Psychometric properties were assessed through rigorous statistical analysis.
Main Results:
- The developed Wellness Scale demonstrated strong validity across multiple studies.
- The scale effectively differentiates between individuals with and without a wellness orientation.
- Evidence supports the scale's utility in various research and marketing applications.
Conclusions:
- The Wellness Scale is a reliable and valid instrument for assessing wellness orientation.
- Healthcare marketers can leverage the Wellness Scale for strategic customer segmentation and product positioning.
- The scale facilitates targeted health promotion interventions and marketing efforts.