Perceived Value, Purchase Intent, and Attracting First-Time Users
Beck and Kochkin (2013) report their updated "best estimate," which states that some 35 million people in the United States have hearing loss (see Kochkin et al, 2010). Beck (2012) reported that first-time users (FTUs) are the same age as experienced users (70 years old) and both groups (FTUs and experienced users) have similar hearing aid experiences (with regard to own voice, occlusion, amplification of high frequency sounds and more). Beck indicates it is likely that FTUs wearing hearing aid amplification more than four hours daily are more successful than those who wear amplification less than four hours daily. Of note, if hearing health-care professionals were able to attract (even) half of the people in the United States with hearing loss, hearing aid sales would (potentially) double.
"Why dont more people with hearing loss seek out and wear amplification?"
Amlani (2013) reports that hearing aid adoption rates have been flat for 25 years, ranging from approximately 1 in 4 people with hearing loss adopting hearing aids, to perhaps 1 in 5 (see Kochkin, 2009). However, during the last 25 years, the percentage of FTUs has declined from approximately 53 percent (1989) to approximately 36 percent (Kochkin, 2009). Amlani reports that fewer than half (of the) experienced hearing aid owners re-adopt their previous brand and he adds, purchase and re-purchase intent is predicated on perceived price, perceived quality, and, most importantly--perceived value. Therefore, as perceived value increases, so, too, does likelihood of purchase (and re-purchase).
Amlani concludes that hearing-impaired people desire to adopt hearing aid amplification, yet negative perceptions in value preclude purchase intent. Amlani notes that FTUs experience anxiety, which negatively moderates their confidence and he reports these apprehensions can be reduced through counseling, which ultimately increases the likelihood of purchase by/for FTUs.
Model illustrating the relationship between perceived quality and perceived price on perceived value, which influences purchase intent.
Published with permission from the Hearing Review.
For More Information, References, and Recommendations
Amlani AM. (2013) Influence of Perceived Value on Hearing Aid Adoption and Re-Adoption Intent. Hearing Review Products March:8-12.
Beck DL. (2012) Perspectives on First-Time Users of Amplification. Audiology Practices 4(1):2225.
Beck DL, Kochkin S. (2013) Presentation Reducing Hearing Aid Returns for Credit at NJAHHP, Galloway, NJ, April.
Kochki S. (2009) MarkeTrakVIII25 Year Trends in the Hearing Health Market. Hearing Review 16(11):12-31.
Kochkin S, Beck DL, Christensen LA, Compton-Conley C, Fligor BJ, Kricos P et al. (2010) MarkeTrak VIIIThe Impact of the Hearing Healthcare Professional On Hearing Aid User Success. Hearing Review 17(4):12-34.