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Cancer Screening in Japan: Market Research and Segmentation 

Cancer Screening in Japan: Market Research and Segmentation
Chapter:
Cancer Screening in Japan: Market Research and Segmentation
Author(s):

John A. Quelch

and Margaret L. Rodriguez

DOI:
10.1093/med/9780190235123.003.0006
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date: 02 December 2020

How do we persuade consumers to engage in short and long-term behaviors that are in their self-interest? This chapter focuses on different messaging approaches to persuade consumers to invest time and money in taking preventive actions and also to adhere to their doctors’ advice, once given (for example, by adhering to a prescription regimen).

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