Consumer Decision Making and Health Maintenance Organizations: A Review

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Abstract
This article reviews studies relevant to the understanding of the consumer's decision-making processes with respect to health maintenance organization (HMOs). Research in this area is critical to the development of sound marketing programs for HMOs. A simple model is formulated and used to organize the review into four sections, each reflecting a different research approach. Critical comments on the state of current knowledge are made and suggested directions for further research are outlined.

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