Physician, Heal Thyself: Positive Affect, Risk, and Treatment Decisions in Health Care

Our paper looks at the influence of positive affect in a high stakes decision making domain, i.e. health care. In a series of studies, we examine the role that positive affect plays in physicians’ risk assessments and treatment recommendations. We find that positive affect plays an important role in physicians’ clinical judgments, even in standard treatment situations. We look specifically at differences in propensity to recommend traditional vs. non-traditional treatments. We also consider patient preferences to determine when physician behavior is more likely to be congruent with patient preferences for care.


Lisa A. Cavanaugh, Christine Moorman, James R. Bettman, and Mary Frances Luce (2009) ,"Physician, Heal Thyself: Positive Affect, Risk, and Treatment Decisions in Health Care", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 123-126.


Lisa A. Cavanaugh, Duke University, USA
Christine Moorman, Duke University, USA
James R. Bettman, Duke University, USA
Mary Frances Luce, Duke University, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


G7. The Presence of Dividing Line Decrease Perceived Quantity

Jun Ouyang, Xiamen University
Yanli Jia, Xiamen University
Zhaoyang Guo, Xiamen University

Read More


B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust

Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA

Read More


The Best of Both Worlds: Androgyny in Consumer Choice

Niusha Jones, University of North Texas
Blair Kidwell, University of North Texas

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.