PATIENT EXPECTATION FORMATION IN HEALTH CARE SERVICES: A PSYCHO-SOCIAL MODEL

Kenneth R. Russ Jackson State University 

ABSTRACT

This study develops and tests a psycho-social model of consumer expectation formation in a health care services context. Using structural equation modeling (SEM) techniques, initial support for the structural model was found. The model posits that consumer expectations in health care services are multidimensional involving role, process, outcome, and service quality expectations. High internal locus of control was associated with greater amounts of internal search, the formation of more accurate process expectations, and higher service quality expectations. External locus of control was associated with greater amounts of external information search with medical professionals (powerful others) and the formation of higher service quality expectations. The linkage of external locus of control to social support was not supported. However, social support was associated with higher levels of bolstering, an affect- based coping strategy in which consumers minimize the risks of a chosen alternative and maximize the risks of non-chosen health service alternative.