Time to Choose
The article presents an examination into the results of research on consumer choice in long-term care provider selection, particularly in regards to the element of time within the process. The distinctions between immediate and more distant decision making processes are highlighted. The significance of initial non-cognitive impressions on facility selection is discussed and contrasted with the marginality of secondary benefits offerings. It is suggested that health-care marketing techniques should therefore be focused on temporal and immediate features rather than fringe advantages.