Marzena Nieroda

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

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 oriented, 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.

Online Decision Support Tool for Personalized Cancer Symptom Checking in the Community (REACT): Acceptability, Feasibility, and Usability Study

Background Improving cancer survival in the UK, despite recent significant gains, remains a huge challenge. This can be attributed to, at least in part, patient and diagnostic delays, when patients are unaware they are suffering from a cancerous symptom and therefore do not visit a general practitioner promptly and/or when general practitioners fail to investigate the symptom or refer promptly. To raise awareness of symptoms that may potentially be indicative of underlying cancer among members of the public a symptom-based risk assessment model (developed for medical practitioner use and currently only used by some UK general practitioners) was utilized to develop a risk assessment tool to be offered to the public in community settings. Such a tool could help individuals recognize a symptom, which may potentially indicate cancer, faster and reduce the time taken to visit to their general practitioner. In this paper we report results about the design and development of the REACT (Risk Estimation for Additional Cancer Testing) website, a tool to be used in a community setting allowing users to complete an online questionnaire and obtain personalized cancer symptom-based risk estimation. Objective The objectives of this study are to evaluate (1) the acceptability of REACT among the public and health care practitioners, (2) the usability of the REACT website, (3) the presentation of personalized cancer risk on the website, and (4) potential approaches to adopt REACT into community health care services in the UK. Methods Our research consisted of multiple stages involving members of the public (n=39) and health care practitioners (n=20) in the UK. Data were collected between June 2017 and January 2018. User views were collected by (1) the “think-aloud” approach when participants using the website were asked to talk about their perceptions and feelings in relation to the website, and (2) self-reporting of website experiences through open-ended questionnaires. Data collection and data analysis continued simultaneously, allowing for website iterations between different points of data collection. Results The results demonstrate the need for such a tool. Participants suggest the best way to offer REACT is through a guided approach, with a health care practitioner (eg, pharmacist or National Health Service Health Check nurse) present during the process of risk evaluation. User feedback, which was generally consistent across members of public and health care practitioners, has been used to inform the development of the website. The most important aspects were: simplicity, ability to evaluate multiple cancers, content emphasizing an inviting community “feel,” use (when possible) of layperson language in the symptom screening questionnaire, and a robust and positive approach to cancer communication relying on visual risk representation both with affected individuals and the entire population at risk. Conclusions This study illustrates the benefits of involving public and stakeholders in developing and implementing a simple cancer symptom check tool within community. It also offers insights and design suggestions for user-friendly interfaces of similar health care Web-based services, especially those involving personalized risk estimation.

Sporty, Posh or… What Type of Wearable Fits You? A Conceptual Framework for Consumer’s Adoption of Wearable Devices: An Abstract

Wearables are small computing devices that can be attached to different parts of the human body and offer varied functionality such as activity tracking, mobile phone connectivity, and medical monitoring (Jung et al., 2016). Among the most popular types of wearables are smartwatches, activity trackers, and health monitors. Demand for wearables is estimated to grow, with sales over

Business Mating Online: How Online Referrals Influence Supplier Selection? An Abstract

50 billion predicted by 2019 (Choi & Kim, 2016).

Healthy Eating Promotion: Translating Consumer Expectations into CSR Strategies (An Abstract)

In the B2B context, a corporate website is one of the most prevalent sources of information regarding a company, especially for buyers who seek a new supplier (Long et al., 2007). Corporate websites can communicate the firm’s capabilities and thus facilitate a credible reputation, signal a relevant portfolio of partners, and attract partners from specific industries (Toth et al., 2015). Corporate online referral (COR) is defined as a jointly created B2B marketing communication tool between receiver and the referral provider that includes partner logos, testimonials, and case studies. COR is a “boundary object” (Karsten et al., 2001) because it facilitates interfirm collaboration by creating mutual understanding between companies.

‘Capable, caring, culpable? Retailer and supplier responsibilities for promoting healthier eating’.

Expanding waistlines continue to be a burden on both consumers and public health (Ye et al. 2015). Many see food manufacturers and retailers as contributing to this weight epidemic, as more than half of consumed calories in the developed countries come from packaged foods and soft drinks typically available in various retail outlets (Euromonitor 2015). Considering expanding waistlines worldwide and the centrality of retailers and suppliers in food distribution, many hold these organizations at least part responsible for helping consumers to eat more healthily. We propose that marketers should undertake health promotion activities as part of their corporate social responsibility (CSR) practices, thus benefitting consumers, public health, corporate reputations, shareholder value, and alignment with public policy priorities. However, an important question arises what exactly should such organizations do in order both to satisfy consumers and to meet social obligations to support healthier eating?

Prioritizing retail CSR strategies: Developing and applying the Kano approach

Promotion of healthier eating (ProHE) gradually enters the range of perceived responsibilities for retailers and suppliers (Ye et al. 2014). This logical extension of CSR follows concerns about societal impacts of obesity, and mounting criticism of marketing resources directed at unhealthy food promotion (Chandon and Wansink 2012). As consumers grow more aware of firms’ capabilities and CSR motives for caring, they form expectations for ProHE (Golab et al. 2008). Thus, food marketers have both need and competitive opportunities to be more proactive in their ProHE actions. Neglecting this emerging CSR initiative could damage consumer loyalty, corporate reputations, therefore long-term profits, while also risking further government regulation.

Less buzz more action! Patient empowerment = responsibility + adoption + involvement.

PRIORITIZING RETAIL CSR STRATEGIES:DEVELOPING AND APPLYING THE KANO APPROACHABSTRACT Retailers? decisions regarding CSR activities become ever more complex as the CSR domain widens. The ?obesity epidemic? and attention to marketers? roles have brought promotion of healthier eating firmly into retailers? CSR scope. For prioritizing diverse CSR actions, the Kano concept offers a promising framework, already applied in the spheres of product attributes, service marketing, and marketing strategy. This study included five group discussions with a senior management panel, a ?quasi-qualitative? survey (n=236), a pilot survey (n=223), and national survey of USA food shoppers (n=1,107), testing new methods of Kano measurement and application to retailers? CSR activities. A revised questioning method reduces measurement error, while also demonstrating clear distinctions between the classifications of CSR activities. Contrasts also emerge in classifications by different stores? clienteles, demographic groups, BMI classes, and healthy eating (non)adoption stages. We suggest opportunities for researchers to extend this work, and implications for retail and marketing practitioners.

Understanding the R in CSR: Are Retailers or Manufacturers Most Responsible for Promoting Healthier Eating?

This paper addresses limitations of contemporary patient empowerment theory, particularly, poor translation of empowerment policies into practice. It is of special interest how we can encourage empowerment, that is patient participation in own health management, and improve patients’ quality of life. An alternative approach to contemporary patient empowerment theory is proposed and initially tested. Experimental design is adopted for the data collection.

How do consumers think about hybrid products? Computer wearables have an identity problem

Fighting obesity has been an issue of growing importance in the US and elsewhere in recent decades. Most marketing research efforts addressing this problem have focused on consumers’ intrinsic motivations toward (or against) behavior change, applying different behavior change models. Relatively little has been explored on how external influences, e.g. perceived Corporate Social Responsibility (CSR) of manufacturers and retailers, can both help consumers reach their dieting goals and avoid damage to corporate reputations.