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Blending emotion and logic in health messaging strategy: Audience perception of message appeals in anti- and pro-vaccination memes. 在健康信息传递策略中融合情感和逻辑：受众对反和支持疫苗接种模因中信息诉求的感知。
IF 1.6
Health Marketing Quarterly Pub Date : 2025-10-01 Epub Date: 2025-11-19 DOI: 10.1080/07359683.2025.2587309
Elizabeth Crisp Crawford, Laura E Thomas, Muhabbat Yakubova, Murphy Anderson
{"title":"Blending emotion and logic in health messaging strategy: Audience perception of message appeals in anti- and pro-vaccination memes.","authors":"Elizabeth Crisp Crawford, Laura E Thomas, Muhabbat Yakubova, Murphy Anderson","doi":"10.1080/07359683.2025.2587309","DOIUrl":"10.1080/07359683.2025.2587309","url":null,"abstract":"<p><p>The rise of digital disruption and the spread of misinformation pose significant challenges for health marketers striving to develop credible and reliable content. Using Taylor's Six-Segment Message Strategy Wheel, this analysis assesses how strategic appeals in anti- and pro-vaccination messages influence recognition and audience perception of vaccination stance. Results show that emotional messaging, especially when visual, enhances recognition, while combining emotional and informational appeals increases persuasive impact. By analyzing user-created health messages, this study offers practical guidance for crafting campaigns that resonate with audiences and counter misinformation, ultimately supporting efforts to restore trust in public health marketing campaigns.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"422-436"},"PeriodicalIF":1.6,"publicationDate":"2025-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145557558","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Factors Driving Continuous Intention to Use Telemedicine in the Post-COVID-19 Era: An Integrated HBM and UTAUT Approach. 后covid -19时代持续使用远程医疗意愿的驱动因素：综合HBM和UTAUT方法。
IF 1.6
Health Marketing Quarterly Pub Date : 2025-10-01 Epub Date: 2025-11-11 DOI: 10.1080/07359683.2025.2586903
Seungjae Shin, Won-Jun Lee
{"title":"Factors Driving Continuous Intention to Use Telemedicine in the Post-COVID-19 Era: An Integrated HBM and UTAUT Approach.","authors":"Seungjae Shin, Won-Jun Lee","doi":"10.1080/07359683.2025.2586903","DOIUrl":"10.1080/07359683.2025.2586903","url":null,"abstract":"<p><p>This study examines the drivers of continued telemedicine use in the post-COVID-19 era by integrating the Unified Theory of Acceptance and Use of Technology (UTAUT) with the Health Belief Model (HBM) and introducing credibility as the linking mechanism between the two frameworks. An online survey of prior telemedicine users in South Korea produced 329 valid responses. Using partial least squares structural equation modeling, we find that performance expectancy, effort expectancy, and social influence significantly increase behavioral intention, which in turn promotes continued use. HBM beliefs (perceived severity, perceived susceptibility, and self-efficacy) increase credibility, and credibility mediates their influence on behavioral intention and continued use. Results indicate that continued engagement depends on both technology evaluations and psychological determinants, particularly credibility. The findings can direct health marketing to prioritize credibility-anchored value propositions and clear processes over risk appeals, offering actionable guidance for government-supported telemedicine promotion initiatives.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"407-421"},"PeriodicalIF":1.6,"publicationDate":"2025-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145490332","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
The value of visible work: Operational transparency in digital healthcare interfaces. 可见工作的价值：数字医疗保健界面中的操作透明度。
IF 1.6
Health Marketing Quarterly Pub Date : 2025-10-01 Epub Date: 2025-10-10 DOI: 10.1080/07359683.2025.2564584
Sidney Anderson, Jeffrey Anderson, Carlin A Nguyen
{"title":"The value of visible work: Operational transparency in digital healthcare interfaces.","authors":"Sidney Anderson, Jeffrey Anderson, Carlin A Nguyen","doi":"10.1080/07359683.2025.2564584","DOIUrl":"10.1080/07359683.2025.2564584","url":null,"abstract":"<p><p>This study investigates how operational transparency (\"labor illusion\") in digital healthcare interfaces shapes patient experience. Two within-subjects experiments using simulated patient portals compared real-time process displays with immediate results and with pre-process information. Across both studies, patients preferred interfaces showing laboratory analyses in progress, even when waiting was required. This persistence, even with advance information, suggests transparency adds value beyond uncertainty reduction. Results highlight timing as a boundary condition for transparency's impact and indicate that real-time observation provides both informational reassurance and experiential engagement. By enhancing patient experience, operational transparency may foster trust, satisfaction, and engagement-outcomes central to health marketing. For providers and marketers, transparency can be framed as both a design feature and a strategic tool to increase portal adoption, patient loyalty, and long-term engagement. The research extends operational transparency theory to digital healthcare and offers guidance for patient-centered platform design.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"353-368"},"PeriodicalIF":1.6,"publicationDate":"2025-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145276216","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Cognitive Blind Spots: An Exploration of How Belief Perseverance Influences Organic Food Perceptions. 认知盲点：信念坚持如何影响有机食品认知的探索。
IF 1.6
Health Marketing Quarterly Pub Date : 2025-10-01 Epub Date: 2025-10-27 DOI: 10.1080/07359683.2025.2579464
Aadel A Darrat, Mahmoud A Darrat
{"title":"Cognitive Blind Spots: An Exploration of How Belief Perseverance Influences Organic Food Perceptions.","authors":"Aadel A Darrat, Mahmoud A Darrat","doi":"10.1080/07359683.2025.2579464","DOIUrl":"10.1080/07359683.2025.2579464","url":null,"abstract":"<p><p>Belief perseverance poses a significant challenge to health marketing campaigns seeking to correct consumer misconceptions. This study explores why consumers persist in inaccurate health-related beliefs despite exposure to substantial disconfirming evidence. Using a survey and qualitative assessment of 153 undergraduate and graduate students, we measured subjective beliefs about organic food benefits before and after presenting factual evidence that contradicted those beliefs. Thematic analysis of open-ended responses identified five distinct subsets of belief perseverance, i.e. Discreditors, Debaters, Skeptics, Upholders, and Fencers, each exhibiting different cognitive and emotional rationales for resisting belief change. Findings reveal that emotional attachment and motivated reasoning often override rational processing, limiting the effectiveness of purely informational interventions. The study provides practical recommendations for health marketers, including the use of affirmation framing, credible message sources, and adaptive corrective strategies tailored to consumer typologies. Implications are discussed for designing campaigns to overcome belief perseverance and promote positive health behavior change.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"392-406"},"PeriodicalIF":1.6,"publicationDate":"2025-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145379132","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Analyzing the barriers and motivators associated with the adoption of health-care apps among the rural population. 分析农村人口采用医疗保健应用程序的相关障碍和激励因素。
IF 1.6
Health Marketing Quarterly Pub Date : 2025-07-01 Epub Date: 2025-09-22 DOI: 10.1080/07359683.2025.2561334
Rambalak Yadav
{"title":"Analyzing the barriers and motivators associated with the adoption of health-care apps among the rural population.","authors":"Rambalak Yadav","doi":"10.1080/07359683.2025.2561334","DOIUrl":"10.1080/07359683.2025.2561334","url":null,"abstract":"<p><p>Health-care apps have become a boon for individuals, offering easy access to doctors, record maintenance, and health tracking. However, the research on healthcare apps among the rural population is scarce. The present research comprehends the motivators and barriers associated with healthcare app adoption among the rural population. Using a generic qualitative research design with roots in an interpretivist paradigm, the study was conducted with the help of semi-structured interviews collected from the rural population and analyzed using thematic analysis. A total of 21 responses were collected using a semi-structured interview. The findings reported perceived usefulness, ease of access, and trust in these apps as the motivation for adoption of health-care apps. In contrast, aversion to change, lack of awareness, and complexity of healthcare apps were identified as barriers. The insights provide several implications for policymakers seeking to expand the reach of health-care apps among rural populations.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"343-352"},"PeriodicalIF":1.6,"publicationDate":"2025-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"145114389","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Zero-alcohol beverage aisle placement and social norms around alcohol: A cultural perspective from Aotearoa New Zealand. 零酒精饮料过道位置和酒精周围的社会规范：来自新西兰奥特罗阿的文化视角。
IF 1.6
Health Marketing Quarterly Pub Date : 2025-07-01 Epub Date: 2025-05-17 DOI: 10.1080/07359683.2025.2504820
Ann-Marie Kennedy, Andrew Vonasch, Girish Prayag, Johnpaul Smith
{"title":"Zero-alcohol beverage aisle placement and social norms around alcohol: A cultural perspective from Aotearoa New Zealand.","authors":"Ann-Marie Kennedy, Andrew Vonasch, Girish Prayag, Johnpaul Smith","doi":"10.1080/07359683.2025.2504820","DOIUrl":"10.1080/07359683.2025.2504820","url":null,"abstract":"<p><p>An experimental design with four conditions explored ethnic differences in perceptions of aisle placement of zero-alcohol beverages and social norms around alcohol. Findings from 809 responses showed aisle placement did not affect social norms (descriptive and injunctive), intentions to buy, or consume alcohol. No significant differences were found between Māori, Pasifika, and the general population. Theoretical contributions extend the theory of normative social behavior to include aisle placement effects and the importance of referent groups from a cultural perspective. Managerial contributions suggest health marketing interventions to boost zero-alcohol beverage purchases and reduce alcohol harm.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"282-312"},"PeriodicalIF":1.6,"publicationDate":"2025-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144095134","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Transformative healthcare: Determinants of preventive health disparities among young adult Hispanic women in the US. 变革医疗保健：美国年轻成年西班牙裔妇女预防健康差异的决定因素。
IF 1.6
Health Marketing Quarterly Pub Date : 2025-07-01 Epub Date: 2025-07-21 DOI: 10.1080/07359683.2025.2535191
Maryam Tofighi, Melika Kordrostami
{"title":"Transformative healthcare: Determinants of preventive health disparities among young adult Hispanic women in the US.","authors":"Maryam Tofighi, Melika Kordrostami","doi":"10.1080/07359683.2025.2535191","DOIUrl":"10.1080/07359683.2025.2535191","url":null,"abstract":"<p><p>Transformative, culturally sensitive healthcare can improve health outcomes for Hispanic women in the U.S., especially in preventive care among young adults, to reduce breast and cervical cancer mortality. This research extends the Health Belief Model by focusing on family dynamics and health advocacy, addressing gaps in preventive care literature. It positions women's engagement in preventive care as a mediator, linking personal and family health choices to community advocacy. By addressing individual and familial barriers, the study extends understanding of how culturally sensitive care influences preventive health behaviors and provides a framework for policymakers and future targeted interventions.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"313-328"},"PeriodicalIF":1.6,"publicationDate":"2025-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144675967","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Crafting effective health appeals: Language and source credibility in amplifying tobacco control messages on social media. 制作有效的健康呼吁：在社交媒体上放大烟草控制信息的语言和来源可信度。
IF 1.6
Health Marketing Quarterly Pub Date : 2025-07-01 Epub Date: 2025-05-17 DOI: 10.1080/07359683.2025.2504813
Dhruven R Zala, Athi Karthick V, Arun Sreekumar
{"title":"Crafting effective health appeals: Language and source credibility in amplifying tobacco control messages on social media.","authors":"Dhruven R Zala, Athi Karthick V, Arun Sreekumar","doi":"10.1080/07359683.2025.2504813","DOIUrl":"10.1080/07359683.2025.2504813","url":null,"abstract":"<p><p>Amplification of informational social media posts are crucial for disseminating tobacco control messages as part of an integrated behavior change strategy. Our study explores the amplification effectiveness of fear-based, trust-based, and linguistically complex framing for tobacco control appeals from credible sources and in general. Analyzing 42,261 tweets from 102 accounts using natural language processing techniques, we found fear-based (38.75%) and complex appeals (31.53%) increased retweets, while trust-based decreased them (-37.28%). Credible sources amplified trust-based (58.98%) and fear-based (69.58%) appeals but reduced the amplification of complex messages (-11.01%). Consequently, we highlight the need for strategic framing of tobacco control messages for greater impact.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"257-281"},"PeriodicalIF":1.6,"publicationDate":"2025-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144086403","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Bedside manner or technical quality? Building advocacy for clinical trial participation via rapport. 对病人的态度还是技术质量？通过建立友好关系来倡导参与临床试验。
IF 1.6
Health Marketing Quarterly Pub Date : 2025-07-01 Epub Date: 2025-08-07 DOI: 10.1080/07359683.2025.2543660
Rory Mulcahy, Sarah Piplica, David Fleischman
{"title":"Bedside manner or technical quality? Building advocacy for clinical trial participation via rapport.","authors":"Rory Mulcahy, Sarah Piplica, David Fleischman","doi":"10.1080/07359683.2025.2543660","DOIUrl":"10.1080/07359683.2025.2543660","url":null,"abstract":"<p><p>Encouraging clinical trial participation remains a critical endeavour despite sustained efforts. This research aims to introduce a novel approach to promoting clinical trial participation, leveraging existing participants as advocates for others to participate. The study analysed 166 survey responses from Australian clinical trial participants. The results demonstrate that enhanced rapport between clinical trial participants and trial staff and technical quality are significantly associated with increased advocacy among current trial participants. Additionally, potential variations in these relationships concerning trial type, participant age, and sex are explored. This research on health marketing suggests that strategies for recruiting new participants should leverage patient advocacy, which is fostered by strong patient-staff rapport and perceived technical quality. Significant health marketing implications emerge, indicating that campaigns and trial experiences must be tailored to account for variations in how rapport and technical quality influence advocacy, based on factors such as patient sex, age, and trial type.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"329-342"},"PeriodicalIF":1.6,"publicationDate":"2025-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"144800464","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Using segmentation to co-design a healthy eating program. 运用分割法共同设计健康饮食计划。
Health Marketing Quarterly Pub Date : 2025-04-01 Epub Date: 2025-03-16 DOI: 10.1080/07359683.2025.2478350
Anna Kitunen, Julia Carins, Sebastian Isbanner, Sharyn Rundle-Thiele
{"title":"Using segmentation to co-design a healthy eating program.","authors":"Anna Kitunen, Julia Carins, Sebastian Isbanner, Sharyn Rundle-Thiele","doi":"10.1080/07359683.2025.2478350","DOIUrl":"10.1080/07359683.2025.2478350","url":null,"abstract":"<p><p>Segmentation avoids \"one size fits all\" approach acknowledging that people differ in their needs and wants. This study applied segmentation during co-design to develop ideas for a healthy eating program for Australian Defence Force (ADF) personnel. Three co-design sessions were conducted with 73 ADF trainees to uncover segment-preferred solutions to encourage healthy eating. The segments provided different co-designed programs emphasising the need for tailored strategies. This study demonstrates how segmentation can be built into co-design process and the segmented preferences for a healthy eating program. The findings confirm that segmentation should be applied in health marketing ensuring effective resource allocation.</p>","PeriodicalId":36008,"journal":{"name":"Health Marketing Quarterly","volume":" ","pages":"163-181"},"PeriodicalIF":0.0,"publicationDate":"2025-04-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"143651219","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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