Spotlight on New Zealand: health screening for women [case study]

McCarthy, Breda

Abstract

[Extract] We live in an open society. Most things are up for discussion these days, with health issues such as depression, erectile dysfunction and breast cancer now commonly discussed in the mainstream media. However, in New Zealand, cervical cancer seems to remain a taboo subject among Maōri and Pacific Islander women. Although cervical cancer is preventable, women particularly Maōri and Pacific Islander women-continue to die from it. As discussed in the chapter, problem recognition is generally a trigger to service consumption. However, in the case of screening for cervical cancer among Maōri and Pacific Islander women, some consumers are not aware of any problem, while others see the solution (a simple screening test carried out by a GP) as a problem in itself and so are not motivated to seek it out.

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Consumer Behaviour: implications for marketing strategy

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978-174307681-1

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McGraw Hill Education

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North Ryde, NSW, Australia

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