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EMAC 2024 Annual


Consumer-Centric Perspectives on Chronic Patients' Decision-Making: Navigating Emotional Trauma, Sharing Experiences, and Shaping Healthcare Journeys
(A2024-119522)

Published: May 28, 2024

AUTHORS

Saeedeh Rezaee Vessal, Leonard de Vinci Pôle Universitaire, Research Center; Judith PARTOUCHE-SEBBAN, PARIS SCHOOL OF BUSINESS; Insaf Khelladi, EMLV Business School

ABSTRACT

This research explores the consumer behavior dynamics inherent in chronic patients' decision-making regarding sharing or hiding their chronic disease. Focusing on cancer patients, we investigate two approaches—solution-oriented and problem-oriented—and examine the emotional and behavioral consequences. For those who share, the study reveals outcomes such as relief, increased resilience, and improved relationships. Those opting for hiding experience emotional suppression, distress, and social isolation. The findings contribute to social sharing theory, emphasizing the importance of considering both the listener's response and the sharer's perception. From a healthcare consumerism standpoint, understanding these motivations provides insights into treatment adherence, health outcomes, and patients' active role in shaping their healthcare experiences. Health professionals can hold these insights to enhance mental health strategies for chronic patients, emphasizing education and support.