The Roles of Affective and Cognitive Components of Attitudes in the Context of High-Stakes Healthcare Decisions

Consumers are increasingly encouraged to take charge of high-stakes decisions such as those regarding medical treatments. However, the important inputs into overall evaluations of medical treatments such as attitudes towards the use of hormone replacement therapy (HRT) are not well understood. In this study, affective responses are found to be stronger predictors of attitudes towards HRT use when compared to cognitive beliefs. The results also show that the theory of planned behavior model is useful in predicting consumer’s intentions to use HRT.


Tracey King (2009) ,"The Roles of Affective and Cognitive Components of Attitudes in the Context of High-Stakes Healthcare Decisions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 616-616.


Tracey King, American University, USA


NA - Advances in Consumer Research Volume 36 | 2009

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