Does persuasion knowledge interfere with patient engagement and physician trust? Implications for patient compliance

Rama K Jayanti; Sreelatha Jonalegedda; Narayanan Gopalakrishnan

Does persuasion knowledge interfere with patient engagement and physician trust? Implications for patient compliance

Rama K Jayanti
, Sreelatha Jonalegedda
, Narayanan Gopalakrishnan

Marketing

Research output: Contribution to conference › Paper

Abstract

We examine the role of persuasion knowledge regarding pharmaceutical marketing practices on patient compliance, the potential for trust/distrust spillovers to individual physicians as a result of access to persuasion knowledge, and the interactive effects of persuasion knowledge and patient engagement, response efficacy, and physician trust on patient compliance intentions.

Original language	English
State	Published - 2018
Event	Winter American Marketing Association Conference, New Orleans, LA. - Duration: Jan 1 2018 → …

Conference

Conference	Winter American Marketing Association Conference, New Orleans, LA.
Period	01/1/18 → …

Cite this

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title = "Does persuasion knowledge interfere with patient engagement and physician trust? Implications for patient compliance",

abstract = "We examine the role of persuasion knowledge regarding pharmaceutical marketing practices on patient compliance, the potential for trust/distrust spillovers to individual physicians as a result of access to persuasion knowledge, and the interactive effects of persuasion knowledge and patient engagement, response efficacy, and physician trust on patient compliance intentions.",

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year = "2018",

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note = "Winter American Marketing Association Conference, New Orleans, LA. ; Conference date: 01-01-2018",

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AU - Jayanti, Rama K

AU - Jonalegedda, Sreelatha

AU - Gopalakrishnan, Narayanan

PY - 2018

Y1 - 2018

N2 - We examine the role of persuasion knowledge regarding pharmaceutical marketing practices on patient compliance, the potential for trust/distrust spillovers to individual physicians as a result of access to persuasion knowledge, and the interactive effects of persuasion knowledge and patient engagement, response efficacy, and physician trust on patient compliance intentions.

AB - We examine the role of persuasion knowledge regarding pharmaceutical marketing practices on patient compliance, the potential for trust/distrust spillovers to individual physicians as a result of access to persuasion knowledge, and the interactive effects of persuasion knowledge and patient engagement, response efficacy, and physician trust on patient compliance intentions.

M3 - Paper

T2 - Winter American Marketing Association Conference, New Orleans, LA.

Y2 - 1 January 2018

ER -