Q Methodology and Social Marketing: Interpreting Racial Attitudes toward Health Care

Abstract

Research indicates that African-Americans are more at risk than Caucasians for several diseases, such as cancer and high blood pressure. Large numbers of African-Americans delay treatment until their diseases become life threatening. This study compares the attitudes of African-Americans and Caucasians toward the American health care system. Q methodology and social marketing techniques are used to determine audience segmentation. There are specific attitudinal differences between African-Americans and Caucasians that may help explain why African-Americans have less satisfactory interaction with the American health care system than do Caucasians.