The Influence of Older Consumers' Information Search Activities on Their Use of Health Care Innovations

In this investigation of a national sample of autonomous elderly consumers, distinct patterns of information search behavior are observed which distinguish adopters from nonusers of a pair of health care innovations.

Abstract

Research has yet to consider the relationship between the older consumers' information search and their use of health care innovations, despite suggestions that such a characterization may prove useful to marketing practitioners. In this investigation of a national sample of autonomous elderly consumers, distinct patterns of information search behavior are observed which distinguish adopters from nonusers of a pair of health care innovations. Implications for marketing health care innovations are discussed.