Consumer Decision Processes in Emergency Medical Situations

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Abstract
This paper examines the nature of the consumer decision process in the selection of emergency medical services. Through telephone interviews, 604 respondents were asked to indicate how they would respond to potentially serious medical symptoms. Consumers tend to perceive such medical situations as having high personal involvement requiring extended decision making. This decision making approach results in a delayed response to serious symptoms. Factors that influence the outcome of consumer decision making include a favorable perception of EMS and knowledge about aspects of the EMS system. The conclusion is that marketing programs that aim to improve levels of appropriate use of EMS should educate consumers about the prehospital EMS system and strategically intervene in this decision process.

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