Using frames to influence consumer willingness to pay for the patient health record: a randomized experiment.

Full Abstract

The American College of Medical Informatics rated the lack of willingness to pay for the patient health record (PHR) as the biggest obstacles to its rapid diffusion. Extending research propositions from the decision sciences and political communication, this study tests the influence of different types of emphasis frames on increasing consumer willingness to pay for the PHR. Using a randomized experiment embedded within a probability survey, the effects of 3 different types of emphasis frames (individual-focused, collective-focused, and joint), along with a no-frames control, are tested on a sample of early and later technology adopters. The results indicate a significant relationship between the type of frame and the type of adopter. Early adopters were more susceptible to individual-focused frames that made causal attributions at the individual level, whereas later adopters were significantly influenced by collective-focused frames that made causal attributions at the societal level. Interestingly, the framing effect continued and significantly influenced both early and later adopters' willingness to pay for the PHR. The findings demonstrate the need to carefully communicate the value of a technology to adopters and suggest the possibility of using frames to spur the diffusion of PHRs.

Author information

Author/s: Vishwanath, Arun (A);

Affiliation: Department of Communication, State University of New York at Buffalo, USA. avishy(-atsign-)buffalo.edu

Journal and publication information

Publication Type: Journal Article; Randomized Controlled Trial

Journal: Health communication (Health Commun), published in United States. (Language: eng)

Reference: 2009-Jul; vol 24 (issue 5) : pp 473-82

Dates: Created 2009/08/06; Completed 2009/11/02;

PMID: 19657829, status: MEDLINE (last retrieval date: 11/2/2009, IMS Date: )

Sourced from the National Library of Medicine. Abstract text and other information may be subject to copyright.

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