Giving By the Bucket, Taking By the Grain: the Gap Between Health Communicators and Consumers

Ann Kronrod, Michigan State University, USA
Amir Grinstein, Ben Gurion University, Israel,
Luc Wathieu, Georgetown University, USA
This work reveals a gap in communicational motivations that is responsible for the relatively low success of many health communication campaigns. Remarkably, while the communicator’s assertiveness is motivated by their evaluations of consumers’ NEED for advice, receivers are motivated primarily by their WISH to get advice.
[ to cite ]:
Ann Kronrod, Amir Grinstein, and Luc Wathieu (2014) ,"Giving By the Bucket, Taking By the Grain: the Gap Between Health Communicators and Consumers", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 558-559.