Does the Patient Really Act Like a Supermarket Shopper? a Semiotic Typology of Patients’ Attitudes and Expectations Towards the Health-Care System and the Consumption of Medicines

The purpose of this paper is to propose a general typology of patients’ attitudes and expectations towards the health-care system and medicines consumption. Four types of values expressed by patients are identified via a semiotic analysis of patients’ expectations. These value types are labelled functional, existential, critical, and hedonistic. Based on these values we then empirically identify four patient profiles. From a managerial point of view, this research provides a segmentation tool relevant for the health-care sector and enables managers in the health-care industry to identify communication strategies which are adapted to the different types of patients.



Citation:

Isabelle Chalamon, Benoit Heilbrunn, and Ines Chouk (2009) ,"Does the Patient Really Act Like a Supermarket Shopper? a Semiotic Typology of Patients’ Attitudes and Expectations Towards the Health-Care System and the Consumption of Medicines", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 787-788.

Authors

Isabelle Chalamon, Groupe ESC Dijon Bourgogne, France
Benoit Heilbrunn, ESCP EAP, France
Ines Chouk, LABORATOIRE THEMA , UMR CNRS 8184 , Cergy-Pontoise, France



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

Algorithm Attraction versus Aversion: The Role of the Perceived Self-Efficacy of the Decision Maker

Gizem Yalcin, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands
Darren Dahl, University of British Columbia, Canada

Read More

Featured

Mining Consumer Minds: How Airbnb Hosts’ Motivations Affect Their Retention and Pricing Decision

Jaeyeon Chung, Columbia University, USA
Gita Venkataramani Johar, Columbia University, USA
Yanyan Li, Columbia University, USA
Oded Netzer, Columbia University, USA
Matthew Pearson, Former User Experience Researcher at Airbnb

Read More

Featured

O7. Helpful Mental Shortcuts or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction for Consumer Research

Carly Drake, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada

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.