ENHANCING CONSUMER INVOLVEMENT IN HEALTH-CARE - THE DYNAMICS OF CONTROL, EMPOWERMENT, AND TRUST

The author presents a value-based model of consumer involvement and pr eventive health care behavior. Through in-depth interviews, consumer v iews were elicited on three health care policy issues-health informati on use, the patient-physician relationship, and health compliance. Val ue maps are developed that explain the motivations and desired outcome s underlying consumer health care involvement and behavior. The author discusses the dynamics of control, empowerment, and trust and introdu ces a value-based conceptual model of health care involvement and prev entive behavior incorporating these values. He concludes by offering i mplications for enhancing comsumer involvement in social marketing hea lth care programs.