Consumer trust in high‐consequence decisions: a study of medical services

Abstract

Purpose

The purpose of this paper is to address the impact of affect (as opposed to cognition) on patient trust in high‐consequence exchanges. The authors also investigate the mediator's role of trust in the relationship between affect and cognition, and behavioural intentions.

Design/methodology/approach

Using undergraduate students from a large North American university, three between‐subjects experiments were performed.

Findings

Study 1 findings demonstrate that affect and cognition elements equally influence trust in high‐consequence decisions. Also, trust is an important mediator between affect and cognition and the intention to continue the relationship and to seek a second opinion. Study 2 reinforces the importance of trust for the patient's evaluations, showing that when trust is low, the second opinion influences patient satisfaction. However, when patient trust is high, the second opinion (the same or different, compared with the first diagnosis) does not affect patient satisfaction. Study 3 shows that, in low‐consequence choices, cognition is a more relevant antecedent of trust than affect. Affect is important when cognition aspects (e.g. the competence of the doctor) are perceived as low.

Originality/value

As an original contribution, this study addresses the different impacts of affect and cognition aspects on patient trust, in high‐ and low‐consequence exchanges. Also, it highlights the importance of patient trust in the doctor when a second opinion is sought: a different diagnosis depletes patient satisfaction only for patients with low levels of trust in the doctor.

Citation

da Silva Terres, M. and Pizzutti dos Santos, C. (2013), "Consumer trust in high‐consequence decisions: a study of medical services", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 7 No. 2, pp. 120-141. https://doi.org/10.1108/IJPHM-09-2012-0006