Description:

The PATH Type® model is a person-oriented view of health consumer preferences & priorities defined by unconscious patterns. It identifies subtypes ("path types") that reflect predictable patterns shaping and constraining perceptions of self, family and the health care environment, including how health care communications are perceived and evaluated. Knowledge of these unconscious patterns within adults offers health care marketers, advertisers and educational communicators powerful knowledge that can be used to stimulate unconscious factors shaping perceptual vigilence (filtering), contemplation (attention) and learning style. This book contains tactical guidelines for use of optimum persuasive tactics, as well as guidelines around appeal style, repetitions, complexity, duration, fear appeals, types of argument, and authority appeals. The PATH Type Overview is an essential companion to this book if the guidelines in it are to be applied to address path type attitudes, preferences, and perceptions.