Image and cost factors in the choice of mental health-care organizations: A causal model
Journal of the Academy of Marketing Science · 1985 · Volume 13 · Issue 4
Abstract
The importance of image as a determinant of choice has been demonstrated for banks, supermarkets, hospitals and other service organizations, but not in the instance of mental health-care providers. Based on a mail survey of residents of a medium-sized metropolitan area, this study explores the components of image for mental health-care institutions. A causal model is hypothesized and validated, specifying the relationships between preferences towards mental health-care institutions, with image and cost factors as potential determinants. The findings suggest that cost does not play a significant role in the choice of mental health providers, whereas image has a significant impact.
Keywords
Mental Health, Community Mental Health, Causal Model, Cost Factor, Health Care Planning
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