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Related Experiment Videos

Message framing and credibility: application in dental services.

R Arora1

  • 1Bloch School of Business and Administration, University of Missouri-Kansas City Office 64110-2499, USA.

Health Marketing Quarterly
|February 24, 2001
PubMed
Summary

Message credibility significantly impacts dental exam attitudes and office visit intentions. Message framing also plays a role, offering insights for dental marketing strategies.

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Area of Science:

  • Consumer Psychology
  • Health Communication
  • Marketing Science

Background:

  • Understanding factors influencing consumer attitudes and behavioral intentions is crucial for service providers.
  • Dental services require effective communication strategies to encourage preventative care and patient loyalty.

Purpose of the Study:

  • To experimentally investigate the impact of message framing and source credibility on consumer attitudes toward dental exams.
  • To assess the effect of message framing and credibility on consumers' intention to utilize dental office services.

Main Methods:

  • An experimental research design was employed.
  • Participants were exposed to different message frames and varying levels of source credibility.
  • Attitudes toward dental exams and intentions to visit the dental office were measured.

Main Results:

  • Source credibility demonstrated a substantial positive effect on both attitude toward dental exams and intention to use the dental office.
  • Message framing was found to have a statistically significant influence on consumer attitudes and intentions.
  • A strong correlation between credibility, framing, attitude, and behavioral intention was observed.

Conclusions:

  • Message credibility is a key driver in shaping consumer perceptions and behavioral intentions in the dental context.
  • Strategic message framing can effectively influence consumer attitudes and encourage dental service utilization.
  • Marketers can leverage these findings to develop more persuasive communication strategies for dental practices.

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