Differences Among Consumer Segments with Regard to Perceptions of Comparative Effectiveness Research
- Active consumers (high skills and motivation) reported the highest levels of engagement in various behaviors.
- Passive consumers (low skills and motivation) reported the lowest levels of engagement in various behaviors.
- High-effort consumers (low skills, high motivation) reported more positive attitudes and opinions and more engagement in various behaviors than did complacent consumers (high skills, low motivation).
We conducted a survey to examine differences among health-related decision-making consumer segments with regard to knowledge, skills, attitudes, and behaviors pertinent to comparative effectiveness research (CER). Four consumer segments that were defined based on levels of skills and motivation varied with regard to opinions and behaviors. Effective translation and dissemination of CER will require the development of approaches tailored to different consumer segments.