Factors Influencing the Choice of a New Dental Service Provider

This research investigated the influence of demographic characteristics, the importance of risk consequences, likelishood of using a variety of risk reduction techniques, and the reduction of perceived risk upon the selection of a new tradional or nontradiaional dental service provider. The findings suggest that there is a unique market segment for traditional providers and for nontraditional providers. Each of the variable categories was found to differentiate patrons of the two provider types.