| What Factors Are Influencing Preferences Toward Conventional Versus Complementary and Alternative Medical Clinic Advertisements? | |
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MedLine Citation:
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PMID: 21978218 Owner: NLM Status: Publisher |
Abstract/OtherAbstract:
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Abstract Objectives: The present study aimed to determine whether health service advertisements are perceived differently depending on advertising conventional or complementary and alternative medicine clinics. Methods: A total of 42 adults (male=21, female=21) recruited through advertisements in Seoul, South Korea participated in this study. A standardized health service advertisement was designed with three controlled visual components such as (1) medical treatment information, (2) medical practitioner, and (3) medical facilities and it was shown to subjects while their eye movements were tracked and they were asked to rate their preferences for the different advertisements and their separate components. A multiple regression analysis was performed to see the correlation of the preferences for each of the three visual components with the overall preference rating of each health service advertisement. Results: Preferences for the advertisement depended mostly on the preference for the medical treatment information, whereas advertisements for complementary and alternative medical clinics depended also on the preference for the medical practitioner. Conclusions: These results imply that the same health service advertisement will be perceived differently depending on whether it advertises Western or Oriental medical clinics. |
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Authors:
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Hye-Won Shin; Dong-Seon Chang; Hyangsook Lee; O-Seok Kang; Hyejung Lee; Hi-Joon Park; Younbyoung Chae |
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Publication Detail:
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Type: JOURNAL ARTICLE Date: 2011-10-6 |
Journal Detail:
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Title: Journal of alternative and complementary medicine (New York, N.Y.) Volume: - ISSN: 1557-7708 ISO Abbreviation: - Publication Date: 2011 Oct |
Date Detail:
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Created Date: 2011-10-7 Completed Date: - Revised Date: - |
Medline Journal Info:
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Nlm Unique ID: 9508124 Medline TA: J Altern Complement Med Country: - |
Other Details:
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Languages: ENG Pagination: - Citation Subset: - |
Affiliation:
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Acupuncture & Meridian Science Research Center, College of Oriental Medicine, Kyung Hee University , Seoul, Republic of Korea . |
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From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine
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