Back Issues 11-20

EXAMINING THE MARKETING ELEMENTS INFLUENCING THE UTILIZATION OF HYPHNOTHERAPY IN THE CONSUMER MARKET

Shuo-Fei Chen

Bachelor’s Program of Sports and Health Promotion, Fo Guang University

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Yu-Lun Hsu*

Department of Management, Fo Guang University

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Hui-Chuan Chen

College of LOHAS Industry, Fo Guang University

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Abstract

Addressing emotional issues is a significant societal concern impacting overall well-being, and academic research supports the effectiveness of hypnotherapy for emotional healing. Despite its efficacy, hypnotherapy faces challenges due to its limited popularity and public misconceptions about hypnosis. Therefore, this study aims to identify the influential factors that shape consumer decisions regarding hypnotherapy, utilizing the modified Delphi method and analytical hierarchical process (AHP). Survey analysis revealed that the top five significant factors were word of mouth, brand image, professionalism, service quality, and personal image. A comparative study was conducted between individuals exposed to hypnosis and those unexposed, using an independent t-test. The findings indicate no significant differences in the primary dimensions and secondary criteria of the factors impacting consumer choices.

Key Words: hypnosis, emotion, stress relief, modified Delphi method, analytical  hierarchical process