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Consumer Competencies and the Use of Comparative Quality Information

It Isn't Just about Literacy

University of Oregon, Eugene, jhibbard{at}uoregon.edu

Ellen Peters

Decision Research, Eugene, Oregon University of Oregon, Eugene

Anna Dixon

King's Fund, London, England

Martin Tusler

University of Oregon, Eugene

While consumers are increasingly expected to use complex health care information to make informed decisions, it is unclear how many have the skills to do so. In this investigation we examine health literacy, numeracy, and patient activation, assessing the contribution of each to the comprehension of comparative health care performance reports and their use in making an informed choice. A convenience sample of 303 employed-age adults participated in the study. The findings indicate that numeracy skill is the strongest predictor of comprehension, followed by health literacy. Higher activation helps those low in literacy and numeracy compensate for their lower skills and achieve higher levels of comprehension. In addition, making good choices, when trade-offs are necessary, is related to activation separate from comprehension. This is important as many real-life choices involve trade-offs. Results indicate that choice is not just about literacy or comprehension, it also has to do with activation.

Key Words: consumer choice • numeracy skill • literacy • consumer activation

Medical Care Research and Review, Vol. 64, No. 4, 379-394 (2007)
DOI: 10.1177/1077558707301630


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