How consumers choose a pharmacy.

Public access to outcomes data is increasing, and these data are being used to compare the performance of health care providers. This paper presents a model of consumer choice wherein a consumer's involvement, expertise, and opportunity determine the extent of problem-solving and the types of information considered. Consumers use a multiattribute decision process when all three factors are present. They use heuristics, choose randomly, or avoid making a decision if involvement, expertise, or opportunity are lacking. Consumers (N = 757) contacted by mail survey rated their involvement and ability to select a pharmacy. There were 461 responses (61%). Involvement and ability scores correlated with consumer demographics and experience in prescription purchasing. Before consumers will thoughtfully choose a pharmacy based on outcomes records, they must be motivated to invest the effort, have relevant information about alternatives, and know how to use that information to make an appropriate choice.