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Consumer choice for hearing aids and listening devices: newspaper advertisements for UK private sector provision
Author(s) -
Ross Liz,
Cathcart Craig,
Lyon Phil
Publication year - 2011
Publication title -
international journal of consumer studies
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.775
H-Index - 71
eISSN - 1470-6431
pISSN - 1470-6423
DOI - 10.1111/j.1470-6431.2010.00933.x
Subject(s) - clarity , active listening , newspaper , advertising , legislation , government (linguistics) , business , private sector , consumer choice , hearing aid , marketing , service (business) , public relations , sample (material) , confusion , medicine , political science , psychology , audiology , biochemistry , chemistry , linguistics , philosophy , communication , chromatography , psychoanalysis , law
In the UK there can be several ways to access health care and this is true of hearing aid provision. Although there may appear to be a well‐defined distinction between the National Health Service (NHS) and independent dispenser hearing aid provision, there have been many examples of overlap between the two and recent government policy initiatives mean that distinctions have become less clear. This article outlines the changing relationship between the two sectors and the problems that potential consumers face accessing information on private sector options for amplification devices. A 1‐year sample of newspaper advertisements was content‐analysed for clarity of information provided. The analysis highlighted a range of provision, from well‐known hearing aid dispensers to the greyer areas of listening device retailers and intermediary services. Some advertisements were found to have been reported to the Advertising Standards Authority. Sufficiently misleading adverts may also infringe consumer protection legislation. The article concludes there is the possibility of consumer confusion about products and their potential for amelioration.