The Buffering Effect of Health Care Provider Video Biographies When Viewed in Combination With Negative Reviews: "You Can't Fake Nice".

摘要: Background: Patients seek information from numerous sources before choosing a primary care provider; two of the most popular are providers’ own online biographies and patient rating websites. However, prior research has generally only examined how these influence patients’ decisions in isolation. Objective: This study aimed to determine ratings interact affect decision making, especially face negative reviews. Methods: An 8-condition experiment (n=866) was conducted, manipulating timing viewing provider’s biographical video (pre- or postrating viewing). Results: When participants were shown short introduction provider after reading predominantly reviews positive expectancy violation occurred, which also related more perceptions provider. exposed all reviews, 43% indicated they would still choose make an appointment with provider, many indicating that provided evidence needed help up their minds. Conclusions: These findings relevant health organizations seeking combat recent rise fake Providing patients realistic expectations clinicians can offer via videos counteract comments online.