Toward understanding consumers' role in medical decisions for emerging treatments: Issues, framework and hypotheses

Abstract This study utilizes consumers' perspective to examine emerging treatments—those based on genetic technology and aimed at improving the quality (rather than quantity) of life—on medical decision making. We discuss market, medical, social and consumer issues that are germane to such emerging treatments in the context of growth hormone therapy for short children. Drawing from this discussion and past literature, a framework for conceptualizing medical decision processes is proposed. In so doing, we compare and contrast the proposed framework with contemporary models of medical decision making and develop hypotheses for future empirical examination. Several avenues for future research in this important area are discussed. Implications for consumer researchers interested in health care delivery and medical decision making are provided.

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