Improving Attitude Towards Compliance With Medication Through a Public Health Campaign: a Field Study

Based on a field study, we investigate whether a public health campaign can effectively improve consumers’ attitude towards compliance. Findings from a within- and between-groups design show that attitude towards compliance can be improved, and that this improvement is caused by the campaign rather than by testing artefacts or socially desired answering behaviour. Although a trustful “prescriber–patient relationship" is the most important predictor, we can show that a campaign has an additional positive effect. We further find consumers’ conscientiousness, health involvement and experience orientation to be other significant predictors, with higher experience orientation leading to decreased attitude towards compliance.


Andrea Groeppel-Klein and Christian Germelmann (2011) ,"Improving Attitude Towards Compliance With Medication Through a Public Health Campaign: a Field Study", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 500-501.


Andrea Groeppel-Klein, Saarland University, Germany
Christian Germelmann, Saarland University, Germany


E - European Advances in Consumer Research Volume 9 | 2011

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