How consumers view hospital advertising
Publisher© 1994 The Haworth Press, Inc.
AuthorAndaleeb, Syed Saad
MetadataShow full item record
CitationAndaleeb, S. S. (1994). How consumers view hospital advertising. Journal of Hospital Marketing, 8(2), 73-85. doi:10.1300/J043v08n02_08
This paper examines consumer attitudes toward hospital advertising. The results do not support recent findings in other professional fields that consumers are favorably disposed toward this marketing activity. From a demographic perspective, there were differences in attitudes based on gender, age, and education. Income levels had no significant relationship with attitudes. However, consistent results were found on the relative proportion of consumers who were able to recall hospital advertisements. Mostly, they recalled hospital ads seen on TV and newspapers.
DescriptionThis article was published in the Journal of Hospital Marketing [© 1994 by The Haworth Press, Inc. ] and the definite version is available at : http://doi.org/10.1300/J043v08n02_08 The Journal's website is at: http://www.tandfonline.com/doi/abs/10.1300/J043v08n02_08
- Journal Article