Hospital Advertising: The Influence of Perceptual and Demographic Factors on Consumer Dispositions Available to Purchase

Examines the factors that influence consumer dispositions toward hospital advertising. Both perceptual and demographic variables were included in the analysis. The results suggest that when hospital advertisements are perceived as helpful and not adding to patients′costs, consumers are likely to favor this marketing activity. With the exception of education, demographic factors did not have a significant effect on the dependent variable.