Analyzed from the sender's perspective, marketing communications aim to engage audiences and create benefit-oriented relationships. In order to adequately assess the reciprocal efforts of the sender and receiver of the communication process, one cannot limit oneself to its purely economic...

The goal of patient-centered communication (PCC) is to help practitioners provide care that is concordant with the patient's values, needs and preferences, and that allows patients to provide input and participate actively in decisions regarding their health and health care. PCC is widely...

Following a brief overview and commentary on the physician-patient communication literature, this article summarizes and evaluates research on the relationship between physician-patient control (dominant-submissive) and affiliation (friendly hostile) behaviors as they relate to medical outcomes....