Healthcare Self-Management Tools: Promotion or Prevention Regulatory Focus? A Scale (PR-PV) Development and Validation

Kathleen Keeling; Marzena Nieroda; Kathleen Keeling; Debbie Keeling

doi:10.1080/10696679.2015.980174

Healthcare Self-Management Tools: Promotion or Prevention Regulatory Focus? A Scale (PR-PV) Development and Validation

Kathleen Keeling, Marzena Nieroda, Kathleen Keeling, Debbie Keeling

MSM Marketing

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Abstract

Health self- management tools, believed to provide effective and cost-efficient healthcare, are often rejected by consumers. Regulatory focus theory (Higgins 2014) could facilitate adoption patterns of such tools by positioning adoption as matching/mismatching individual motivational concern: promotion/prevention focus. This research proposes that people perceive products as inherently promotion or prevention orientated, and matching person orientation to product orientation enhances tool uptake. The paper outlines the development of a scale measuring promotion/ prevention characteristics of objects, providing evidence for dimensionality, convergent, discriminant and predictive validity. The resulting PM-PV scale allows promotion/prevention categorization for personal healthcare tools with potential for wider generalization.

Original language	English
Pages (from-to)	57-74
Number of pages	17
Journal	Journal of Marketing Theory and Practice
Volume	23
Issue number	1
DOIs	https://doi.org/10.1080/10696679.2015.980174
Publication status	Published - 6 Jan 2015

Keywords

health promotion, regulatory focus, self-management

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10.1080/10696679.2015.980174

2017.02.04_Healthcare Self-Management Tools. Promotion or Prevention Regulatory Focus_finalAccepted author manuscript, 617 KB

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Healthcare Self-Management Tools: Promotion or Prevention Regulatory Focus? A Scale (PR-PV) Development and Validation

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