Why perform pro-social behaviours? Understanding the key sources of perceived value in preventative health services

Zainuddin, Nadia & Russell-Bennett, Rebekah (2010) Why perform pro-social behaviours? Understanding the key sources of perceived value in preventative health services. In Russell-Bennett, Rebekah (Ed.) Connecting Thought and Action: proceedings of the 2010 International Nonprofit and Social Marketing Conference, Faculty of Business, Queensland University of Technology, Brisbane, QLD, pp. 229-233.

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In maintaining quality of life, preventative health is an important area in which the performance of pro-social behaviours provides benefits to individuals who perform them as well as society. The establishment of the Preventative Health Taskforce in Australia demonstrates the significance of preventative health and aims to provide governments and health providers with evidence-based advice on preventative health issues (Preventative Health Taskforce, 2009). As preventative health behaviours are voluntary, for consumers to sustain this behaviour there needs to be a value proposition (Dann, 2008; Kotler and Lee, 2008). Customer value has been shown to influence repeat behaviour (McDougall and Levesque, 2000), word-of-mouth (Hartline and Jones, 1999), and attitudes (Dick and Basu, 2008). However to date there is little research that investigates the source of value for preventative health services.

This qualitative study explores and identifies three categories of sources that influence four dimensions of value – functional, emotional, social and altruistic (Holbrook 2006). A conceptual model containing five propositions outlining these relationships is presented. This study provides evidence-based research that reveals sources of value that influence individuals’ decisions to perform pro-social behaviours in the long-term through their use of preventative health services. This research uses BreastScreen Queensland (BSQ), a cancer screening service, as the service context.

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ID Code: 48514
Item Type: Conference Paper
Refereed: Yes
ISBN: 978-1-74107-320-1
Subjects: Australian and New Zealand Standard Research Classification > STUDIES IN HUMAN SOCIETY (160000) > OTHER STUDIES IN HUMAN SOCIETY (169900)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2010 please contact the authors
Deposited On: 08 Feb 2012 04:29
Last Modified: 01 Mar 2012 01:58

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