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

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