Secondary Titles (2)
- Kelley Venture Fellow
- Faculty Chair, Business of Medicine Physician MBA Program
Anthony Cox is a Professor of Marketing, Kelley Venture Fellow, and the Faculty Chair of the Business of Medicine Physician MBA program at the IU Kelley School of Business. His research examines consumer health behavior, including how consumers evaluate and select health care providers, and how consumers decide whether or not to engage in preventive health behaviors such as vaccination, cancer screening and HIV testing. In collaboration with colleagues in both the Kelley School and the IU School of Medicine, he has been a co-investigator on three major NIH-funded projects examining these issues. Cox' research has been published in top journals in both business and health, including Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, Health Psychology and Journal of Adolescent Health. He has been the recipient of several teaching awards, including the Trustees Teaching Award, and has extensive experience providing consulting and executive education in the health care industry.
Areas of Expertise (7)
Consumers and Preventative Health Behaviors
How Measuring Consumers' Intentions and Attitudes Influences their Subsequent Behavior
Medical Products and Decision-Making
Consumer Risk Evaluation
How Message-Framing Influences Health-Related Behaviors
Consumer Health Behavior
Consumer Evaluation and Selection of Healthcare Providers
Indiana University - Kelley School of Business: PhD, Marketing 1984
Indiana University - Kelley School of Business: MBA, Marketing 1982
Michigan State University: BA, History 1976
Consumers increasingly rely on online product reviews when making purchase decisions. However, assessing the credibility of online reviewers presents consumers with unique challenges. This paper examines how consumer perceptions of reviewer credibility are influenced by the presence and type of textual errors in the review itself. The results of an online experiment indicate that consumers’ reactions to textual errors are moderated by their general trust in others. Low-trust consumers are relatively insensitive to textual errors in judging reviewer credibility. However, high-trust consumers are less forgiving of typographical errors (which may signal carelessness) than orthographical errors (which may indicate cognitive challenges). Implications for future research are discussed.
Health-promoting messages can be framed in terms of the beneficial consequences of healthy behaviour (gain-framed messages) or the detrimental consequences of unhealthy behaviour (loss-framed messages).
The discovery of pathogen-recognition receptors such as Toll-like receptors on platelets has led to the emergence of the concept of platelets as important components of the host response to infection.
Financial relationships and business transactions between physicians and the health care industry are common. These relationships take a variety of forms, including payments to physicians in exchange for consulting services, reimbursement of physician travel expenses when attending medical device and pharmaceutical educational conferences, physician ownership in life science company stocks, and the provision of free drug samples.
Nearly 1 in 5 people living with HIV in the United States are unaware they are infected. Therefore, it is important to develop and evaluate health communication messages that clinicians can use to encourage HIV testing.