View article

Health practitioners are increasingly using social media to market their services to potential clients. No research has experimentally examined the impact of base-rate (e.g., numerical ratings) and case history information (e.g., qualitative reviews) on individuals’ willingness to initiate and engage in treatments. A fictitious social media profile for a therapist was created to conduct the study, and participants provided their perception of the therapist by indicating their intent to seek professional help, compliance intent, potential bond, and expectations on patient health outcomes. The results showed that the valence of the comments significantly affected participants’ perceptions of the therapist for each outcome.