Gender differences in marketer and non-marketer-dominated sources of sustainable health and wellness information

ABSTRACT

Concerns about how consumers respond to health care promotional information in the United States led the authors to conduct an exploratory study to investigate gender differences in the knowledge, and the level of importance of health and wellness issues. Seven marketer-dominated and three non-marketer-dominated sources of Health Care Information (HCI) were examined. Significant findings were found for three marketer-dominated and three non-marketer-dominated sources Health and Wellness Information. Additionally, significant differences were found between men and women’s ratings of the importance of childhood obesity, healthy nutrition, and the importance of regular exercise. The results on this study may be relevant to health care marketing professionals and for promotional planners developing sustainable health and wellness integrated marketing communication campaigns. This paper is a submission to the JGSMS Special Issue on Sustainability.

 

本文作者聚焦于消费者会对美国可持续医疗宣传信息作出的反应，对卫生保健知识及对其重视程度上的性别差异进行了一项探索性研究。本文将从七个营销主体（非个人媒体宣传信息来源）及三个非营销主体（个人参考来源）的医疗保健信息（HCI）进行探究。

在七个营销主体所提供的卫生和健康信息来源中，有三个存在显著的性别差异。女性受试者使用杂志、书籍或报纸作为卫生和健康信息来源的比例明显高于男性。三个非营销主体的卫生和健康信息来源也存在明显的性别差异。女性受试者将医疗保健提供者（儿科医生和护士）、朋友和家庭作为信息来源的比例也明显高于男性。

此外，男性和女性在儿童肥胖、营养健康及定期运动重要性的评价上也存在明显差异。女性对这三方面的重视程度显著高于男性。

此项探索性研究的结果涉及卫生保健营销专业人员及促进可持续卫生与健康综合营销宣传活动的宣传规划者。本文主要介绍了男性和女性对营销主体和非营销主体提供的医疗保健信息接受差异的性别研究，因此负责创建和评估可持续宣传材料的专业人员也能够从中受益。

KEYWORDS:

• Advertising
• advertising effectiveness
• health care marketing
• marketing communications
• IMC

关键词:

• 广告
• 广告效果
• 医疗营销
• 营销传播
• 整合营销传播

Disclosure statement

No potential conflict of interest was reported by the authors.