TY  - JOUR
IS  - 1
N1  - This version is the author accepted manuscript. For information on re-use, please refer to the publisher?s terms and conditions.
SP  - 57
VL  - 23
JF  - Journal of Marketing Theory and Practice
A1  - Nieroda, Marzena
A1  - Keeling, Kathleen
A1  - Keeling, Debbie
UR  - https://doi.org/10.1080/10696679.2015.980174
SN  - 1069-6679
TI  - Healthcare Self-Management Tools: Promotion or Prevention Regulatory Focus? A Scale (PR-PV) Development and Validation
AV  - public
Y1  - 2015///
EP  - 74
N2  - Health self-management tools, believed to provide effective and cost-efficient healthcare, are often rejected by consumers. Regulatory focus theory (Higgins 2014) could facilitate adoption patterns of such tools by positioning adoption as matching/mismatching individual motivational concern: promotion/prevention focus. This research proposes that people perceive products as inherently promotion or prevention oriented, and matching person orientation to product orientation enhances tool uptake. The paper outlines the development of a scale measuring promotion/prevention characteristics of objects, providing evidence for dimensionality, convergent, discriminant, and predictive validity. The resulting PM-PV scale allows promotion/prevention categorization for personal healthcare tools with potential for wider generalization.
ID  - discovery10200534
PB  - ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
ER  -