信息框架与可信度：在牙科服务中的应用

Message framing and credibility: application in dental services.

作者信息

Arora R

机构信息

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

出版信息

Health Mark Q. 2000;18(1-2):29-44. doi: 10.1300/J026v18n01_03.

DOI:10.1300/J026v18n01_03

PMID:11184434

Abstract

This study uses an experimental approach to test the influence of message framing and credibility on the attitude toward a dental exam and consumers' intention to use the dental office. The findings indicate a strong effect of credibility on attitude as well as intention. The influence of framing is also statistically significant. Implications for marketers in terms of message strategy are discussed.

摘要

本研究采用实验方法来测试信息框架和可信度对牙科检查态度以及消费者使用牙科诊所意愿的影响。研究结果表明，可信度对态度和意愿都有很强的影响。框架的影响在统计上也具有显著性。文中还讨论了对营销人员在信息策略方面的启示。