Health involvement modulates physician preference in the brain during online health consultation

In traditional offline health-seeking behavior, patients consistently exhibit a preference for similar types of physicians due to limited access to physicians' information. Nevertheless, with the advent of online health consultation platforms offering comprehensive physicians' information for patients, raises the question: do patients continue to exhibit uniform preference for physicians? To address this issue, we first employed a behavioral experiment to discern patients' preferences for different types of physicians' information under different health involvement, and then conducted a functional magnetic resonance imaging (fMRI) experiment to furnish neural/physiological evidence. The results showed that health involvement modulates patients' preferences, when health involvement was low, patients had diverse preferences for physicians, that is, different types of physicians' information could individually impact patients' choice and could serve as substitutes for each other. When health involvement was high, patients' preference for physicians were uniform, highlighting that the collective influence of different types of physicians' information on patients' choice behavior. From the neural level, an explanation for the results was that the ventromedial prefrontal cortex (VMPFC) and ventral striatum (VS) brain regions, two key brain regions reflecting individual cognitive resource allocation, had different activation levels under different health involvement, indicating that patients allocated different cognitive resources.