Willingness to pay for midwife-endorsed product: An Australian best-worst study

Endorsement by association at the point of care: A process view

Marketing at the point of care has become a ubiquitous practice under the assumption that products promoted at the point of care benefit from an endorsement by association effect. This assumption, however, has not yet been tested empirically. We address this gap in the literature by showing that the degree to which patients associate products presented at the point of care with their physicians predict future purchase intentions. We also examine the psychological process underlying this effect and provide evidence for the role of attitude towards the products and the feeling of being informed as mediators.