Chronic Illness and Product Evaluation: Examining through the Perspectives of Uncertainty in Chronic Illness Theory and Construal Level Theory

Abstract

Drawing on the Uncertainty in Chronic Illness Theory and Construal Level Theory, this dissertation explores the consumer psychology and purchasing intentions of consumers with chronic illness and their underlying mechanisms. According to Mishel’s (1990) Uncertainty in Chronic Illness Theory, individuals with chronic illness experience greater uncertainty due to continuous health problems, leading to increased tolerance of uncertainty. This research applies Mishel’s (1990) theory to explain uncertainty tolerance as a mechanism underlying consumer choices among chronically ill individuals. Additionally, due to the link between uncertainty and construal level, Construal Level Theory is used to further explicate the underlying mechanisms.

In the first essay, I examined how chronic illness influences new product purchase intention, with uncertainty tolerance and technology readiness as underlying mechanisms in predicting intention to purchase new products, particularly new energy vehicles. An online survey of 1,000 participants, 204 of whom are chronically ill, revealed that chronic illness influences new energy vehicle purchase intention (NEVP) through uncertainty tolerance and technology readiness. These individuals exhibited higher levels of uncertainty tolerance, which in turn fostered greater technology readiness, leading to an increased intention to purchase new energy vehicles. Additionally, technology discomfort was found to negatively influence NEVP, emphasizing the importance of psychological comfort with technology in driving the adoption of innovative products like new energy vehicles.

Essay 2 investigated the effects of color on construal level for individuals with and without chronic illness, and their impact on evaluating pharmaceutical products, providing insights into the interplay between color, chronic illness, and product evaluation. It consists of four studies using online experiments. Study 1 examined the effect of background color (red vs. blue) on construal level for individuals with chronic illness vs. no chronic illness. Results show that the chronic illness group exhibited higher levels of abstract thinking in response to the blue background. Study 2 replicated the impact of color on construal level, using the category inclusiveness task. Study 3 examined how construal levels vary when considering different pharmaceutical product types (medicine, supplements, vaccines). Results reveal that when considering medicine, chronically ill participants used abstract construals while non-chronically ill participants used concrete construals. Study 4 investigated the effect of package color (red vs. blue) on evaluations of pharmaceutical products, such as perceived potency and purchase intentions, particularly in relation to chronic illness status. Results show that for non-chronically ill participants, blue packaging increased perceived potency compared to red. Mediation analysis showed perceived potency fully mediated the effect of color on willingness to pay, willingness to take, and time of purchase. Furthermore, higher perceived potency increased willingness to pay and willingness to take.

Date of Award	11 Jun 2025
Original language	English
Awarding Institution	City University of Hong Kong
Supervisor	Zhilin YANG (Supervisor)