Abstract
The American population is changing from a predominantly youth-driven marketplace to a middle- and older-aged marketplace. This trend is resulting in a greater demand for health care-related products and services and greater competition among health care providers. Increased competition among health care providers heightens the need for marketers to target their clients effectively. However, targeting health care clients is difficult because the recipient of the care is often not the decision-maker. For instance, the patients' children often make health care decisions. Marketers, then, need to understand both parties' preferences for health care treatment and service. These preferences often reflect underlying values, and parents and children sometimes possess different values. The goal of the current study, therefore, is to illustrate that generational differences in values influence health care preferences. Based on a national probability sample of 184 consumers the results showed that generational values have a significant impact on health care preferences.
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