• Seminari: «Culture and Gender Effects on How Healthcare Consumers...»

  • Start: Monday, 18 January 15:00
    End: Monday, 18 January 16:00
  • Universitat de les Illes Balears, Carretera de Valldemossa, Palma, Espanya
  • A les 15 hores.

    El títol complet és: Culture and Gender Effects on How Healthcare Consumers Respond to Adverse Medical Diagnoses.

    En línia.

    A càrrec de Verónica Martín Ruiz (Marketing).

    In an increasingly culturally-diverse U.S., understanding how healthcare consumers from different backgrounds respond to Adverse Medical Diagnoses (AMDs), is important for developing adequate interventions. AMD is defined as the pronouncement of a debilitating medical condition that elevates uncertainty in a healthcare consumer’s future life trajectory. A doctor telling us that we have pancreatic cancer is an example. In two studies, this paper explores how healthcare consumers from honor and dignity cultures (where a person’s worth is both internal and external vs. internal only, respectively) respond to AMDs. I hypothesize that culture, gender, and medical condition stigma influence whether a healthcare consumer accepts or denies an AMD as preambles to adherence or non-adherence to prescribed health-focused behaviors. Results are presented and theoretical and practical implications from identified influences are identified.