Encouraging male participation in cancer resource centers

Dahlia El-manstrly, Mark S. Rosenbaum

Research output: Contribution to journalArticlepeer-review

Abstract / Description of output

This research investigates reasons why male cancer patients may refrain from patronizing cancer resource centers. By drawing upon a wide range of research from the social sciences and visual design literatures, the authors put forth original propositions that suggest how cancer resource center managers can manipulate a center's servicescape, or built environment, as well as its service offerings, website design, and printed communications to attract more male cancer patients. Despite the inherent challenges of discussing gender in cancer care and limitations to its generalizability in all settings, this research reveals that differences exist regarding the way men and women respond to cancer resource center marketing initiatives. Given the profound benefits that cancer resource centers often assume in a cancer patient's life, including a decreased mortality rate, we encourage service marketing and public health researchers, as well as cancer resource center directors, to consider the propositions put forth in this paper.
Original languageEnglish
Pages (from-to)114-126
JournalService Industries Journal
Issue number1-2
Early online date20 Nov 2017
Publication statusPublished - 25 Jan 2018

Keywords / Materials (for Non-textual outputs)

  • cancer resource centers
  • cancer care
  • transformative service research
  • cancer services
  • third places


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