Can advertising for high-tech surgery influence consumers to choose this type of surgery over conventional procedures?

Read an in-depth recap of this research here: https://www.ama.org/2023/02/28/are-you-willing-to-let-robots-operate-on-you-the-role-of-advertising-in-high-tech-medical-procedures/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429221151058

Reference:

Tae Jung Yoon and TI Tongil Kim, “The Role of Advertising in High-Tech Medical Procedures: Evidence from Robotic Surgeries,” Journal of Marketing. doi:10.1177/00222429221151058

Narrator: Josephine Stein

Acknowledgments: Aman Soni

Topics: health care marketing, surgery, advertising, public policy, robotic surgery, laparoscopic surgery

The JM Buzz is a production of the Journal of Marketing and is produced by University FM.