Date of Award
2015
Document Type
Thesis
Degree Name
Master of Arts (MA)
Specialization
Communication and Leadership
School or Department
School of Leadership Studies
First Advisor
Dr. Carolyn Cunningham
Second Advisor
Dr. Heather Crandall
Abstract
New-to-practice physicians may be persuaded by promotional materials and one-on-one interactions with direct salespeople. Using Cacioppo & Petty’s Elaboration Likelihood Model (ELM), this study examines direct marketing techniques that leverage highly personalized elements in combination with strong, relevant arguments to determine whether or not this combined tactic produces the most positive outcome in achieving persuasion among physicians within their first five years of medical practice. In a small sampling of new-to-practice Louisiana physicians, primary research indicated that personalization as a marketing tactic can spark immediate attention, but that interest will wane in the absence of high elaboration likelihood – even in the face of strong argument. Future research among a national pool of research subjects is suggested to better understand the combination of high personal relevance including personalization in tandem with strength of argument.
Recommended Citation
Bodet, Jacqueline Michelle, "New-to-Practice Physician Attitudes Toward Direct Marketing: How Personalized Tactics Influence Persuasion" (2015). Communication & Leadership Dissertations and Theses. 394.
https://repository.gonzaga.edu/comlead_etds/394
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