The research process: theoretical framework and hypothesis development the social network The growing use of social network sites (such as Facebook) and online communities (such as for instance the apple computer community, the community of Harley-Davidson riders, and the community of Starbucks customers) provides exciting opportunities for organizations. Online brand communities allow organizations to engage and interact with customers, obtain market information, sell and advertise products, rapidly disseminate information, develop long-term relationships with the community, and eventually to influence consumers’ preferences and behavior (Dholakia and Bagozzi, 2001, Dholakia, Bagozzi, and Pearo, 2004, Franke and shah, 2003, Muniz and Schau, 2005, Tedjamulia, Olsen, dean, and Albrecht, 2005). “brand community” is a term that is used to describe like-minded consumers who identify with a particular brand and share significant traits, such as for instance “a shared consciousness, rituals, traditions, and a sense of moral responsibility” (Muniz and O’Guinn, 2001, p. 412). Online brand communities are based on their core value - the brand - and grow by building relationships with and among members interested in the brand (Jang et al. 2008). There are several possible categorizations of online brand communities, but they are generally grouped into two categories based on who initiates and manages the community; (1) company initiated communities, built by the company that owns the brand and (2) user-initiated communities, voluntarily built by their members (that is, the consumer) (e.g., Armstrong and Hhagel 1996; kozinets1999). These two types of brand communities provide different opportunities for marketers. For instance, a brand community on a company website is one of the key determinants of attracting consumers to and retaining customers on the website (Nysveen and Pedersen, 2004). Consumer initiated online brand communities may provide consumers with useful information about other Consumers’ experiences with the product or service and the strengths and weaknesses of products or services (Jang et al. 2008). The success of online brand communities is heavily dependent on consumer participation in the online brand community. To determine why consumers, participate in online brand community’s business student Jesse Eisenberg has developed a model based on extant service marketing literature. The main idea in this literature is that perceived value and satisfaction are antecedents of the intention to use a product or service (Anderson, Fornell, and Lehmann 1994; Bolton and drew1991; Grönroos 1990; Hocutt 1998; Kang, lee, and Choi 2007; Ravald and Grönroos 1996). Jesse wants to apply this idea to consumer participation in online brand communities. According to Jesse, “members will probably be satisfied with an online brand community and have the intention to participate in the community when they deri.

1. The research process: theoretical framework and hypothesis
development
the social network
The growing use of social network sites (such as Facebook) and
online communities (such as for instance the apple computer
community, the community of Harley-Davidson riders, and the
community of Starbucks customers) provides exciting
opportunities for organizations. Online brand communities
allow organizations to engage and interact with customers,
obtain market information, sell and advertise products, rapidly
disseminate information, develop long-term relationships with
the community, and eventually to influence consumers’
preferences and behavior (Dholakia and Bagozzi, 2001,
Dholakia, Bagozzi, and Pearo, 2004, Franke and shah, 2003,
Muniz and Schau, 2005, Tedjamulia, Olsen, dean, and Albrecht,
2005). “brand community” is a term that is used to describe
like-minded consumers who identify with a particular brand and
share significant traits, such as for instance “a shared
consciousness, rituals, traditions, and a sense of moral
responsibility” (Muniz and O’Guinn, 2001, p. 412). Online
brand communities are based on their core value - the brand -
and grow by building relationships with and among members
interested in the brand (Jang et al. 2008). There are several
possible categorizations of online brand communities, but they
are generally grouped into two categories based on who initiates
and manages the community; (1) company initiated
communities, built by the company that owns the brand and (2)
user-initiated communities, voluntarily built by their members
(that is, the consumer) (e.g., Armstrong and Hhagel 1996;
kozinets1999). These two types of brand communities provide
different opportunities for marketers. For instance, a brand
community on a company website is one of the key determinants
of attracting consumers to and retaining customers on the

2. website (Nysveen and Pedersen, 2004). Consumer initiated
online brand communities may provide consumers with useful
information about other
Consumers’ experiences with the product or service and the
strengths and weaknesses of products or services (Jang et al.
2008).
The success of online brand communities is heavily dependent
on consumer participation in the online brand community. To
determine why consumers, participate in online brand
community’s business student Jesse Eisenberg has developed a
model based on extant service marketing literature. The main
idea in this literature is that perceived value and satisfaction are
antecedents of the intention to use a product or service
(Anderson, Fornell, and Lehmann 1994; Bolton and drew1991;
Grönroos 1990; Hocutt 1998; Kang, lee, and Choi 2007; Ravald
and Grönroos 1996).
Jesse wants to apply this idea to consumer participation in
online brand communities. According to Jesse, “members will
probably be satisfied with an online brand community and have
the intention to participate in the community when they derive
value from the community. Therefore, it is important to know
which values members may derive from participating in an
online brand community.” A
Thorough review of the literature has convinced Jesse that
participation in online brand communities depends on the
communities’ perceived informational value, self-discovery
value, social interactivity value, social enhancement value,
entertainment value, and reward value (e.g., Dholakia, Bagazzi,
and Pearo 2004; Flanagin and Metzger 2001
Several people participate in online communities to be
entertained, to play, or to relax (Armstrong and Hagel, 1996,
Dholakia, Bagozzi, and Pearo, 2004, Ridings and Gefen, 2004).
Entertainment value can be derived from fun and relaxation
trough playing games or Interacting with others (Dholakia,
Bagozzi, and Pearo 2004). Many people get fun through

3. Encountering and solving online challenges or contests
(Mckenna and Bargh 1999). In addition, specific and
challenging goals may provide an online community
entertainment value (Beenen et al. 2004). Providing
entertainment within a company-initiated online brand
community is therefore expected to affect the perceived value of
the online brand Community. Providing sufficient entertainment
value with an online brand community of a Food brand of
Footprints, including photos, videos, contests or games, might
attract Members.
A. Provide a thorough evaluation of Jesse’s arguments.
B. Provide a good theoretical framework identifies and defines
the important variables in the situation that are relevant to the
problem and subsequently describes and explains the
interconnections among these variables.
C. Provide the relevant hypothesis
D. Try to come up with a variable that moderates the
relationship between one of the Independent variables and
‘member’s satisfaction’.
E. Provide an explanation of why and how you would expect
that this variable affects the relationship between the
independent variable of your choice and ‘member’s satisfaction
Chapter 3

4. Aging in Place and
the Continuum of Care
Objectives (1 of 2)
Define aging in place and describe the benefits of aging in
place.
Discuss the connection between housing, health care, and least
restrictive environment.
Compare and contrast housing options along the continuum of
care.
Discuss the role of person-centered care along the continuum of
care.
Objectives (2 of 2)
Describe how technology has impacted health care, especially
for older adults.
Discuss ways that healthcare professionals can support aging in
place and productive aging with their clients.
Aging in Place (1 of 5)Ability to remain in one’s own home or
community as one agesCan support the acute care needs and
compression of morbidityCritics argue that aging in place would
be detrimental to the health of some older adultsAging in place
is not limited to the current residence or situation
Aging in Place (2 of 5)IndependenceDefinition can
varyHealthcare practitioners must facilitate the independence of

5. persons under their careAssistance with ADLs and IADLs
should be provided in the least restrictive environment possible
Aging in Place (3 of 5)Productive agingRefers to making valued
contributions to one’s life by engaging in enjoyable,
meaningful, and useful activitiesAlso associated with
longevityBenefits the body, mind, and spiritPromotes successful
aging
Aging in Place (4 of 5)CompetencyProfessionals may find
themselves questioning a client’s behaviors and ability to
comprehend the consequences of their actionsCompetency is a
legal determinationOnly the court can determine if an individual
is incompetent to make their own decisions
Aging in Place (5 of 5)Person-centered careProviding care that
meets the therapeutic needs of the individual rather than
engaging in prescriptive careMany intake assessments utilize a
biopsychosocial approach to better understand individuals’
needsFirst step to offering person-centered care services in the
least restrictive environment
Technology-Based Services
(1 of 2)Assistive technology (AT)Any product used to increase,
maintain, or improve the functional capabilities of individuals
needing specialized helpType used depends on the individual’s
needsAs functioning levels change, the AT should also change

6. so the individual can remain as high functioning as possible
Technology-Based Services
(2 of 2)GerontechnologyProfessional field that focuses on
technology specifically designed for supporting older adultsNew
innovations offer great promise, but:Products cannot replace
social interactions that emerge during direct contact with care
providersIndividuals may perceive being watched or listened to
continuously as intrusive
Universal Design (1 of 3)“Design and composition of an
environment so that it can be accessed, understood and used to
the greatest extent possible by all people regardless of their age,
size, ability, or disability”Centre for Excellence in Universal
Design, 2014a
Universal Design (2 of 3)Guided by seven principles:Equitable
useFlexibility in useSimple and intuitive usePerceptible
informationTolerance for errorLow physical effortSize and
space for approach and use
Universal Design (3 of 3)Buildings that incorporate universal
design include features such as access ramps, one-story
construction, and nonslip floor finishesUniversal design is not

7. the same as accessibilityAccessibility is the ability to navigate
through the environment
Continuum of Care (1 of 11)Service delivery model that
provides a way to connect types of housing with healthcare
services in a way that supports aging in place in the least
restrictive environments possible
Continuum of Care (2 of 11)
Reproduced from MetLife Mature Market Institute. (2010a).
Aging in Place 2.0: Rethinking solutions to the home care
challenge. Retrieved from
www.metlife.com/assets/cao/mmi/publications/studies/2010/mm
i-aging-place-study.pdf
Continuum of Care (3 of 11)Independent livingIdeally, the
option to live independently should exist for as long as
possibleRetirement communities cater specifically to older
adults and offer diverse housing optionsAcceptance is generally
based on age or retirement statusFirst was Sun City, Arizona
Continuum of Care (4 of 11)Active adult
communitiesCommunities such as Sun City require that
residents have financial resources to purchase their homes and

8. pay feesExamples:Naturally occurring retirement
communitiesVillage modelSubsidized senior housing
Continuum of Care (5 of 11)Naturally occurring retirement
community (NORC)Neighborhood, multi-unit dwelling, or
group of buildings in which the majority of residents are older
adultsEvolve from existing communitiesTend to be located in
densely populated areasSmall group efforts unite to form a
NORC program
Continuum of Care (6 of 11)
Continuum of Care (7 of 11)Village modelResident-governed
community service and support modelMembers live in their own
homes, but work with other Village members to coordinate
needed nonmedical services and careFunded by annual
membership duesMembers commit to collaborating with each
other
Continuum of Care (8 of 11)Subsidized senior housingFunded
through HUD and implemented at state and local levelsNeed has
surpassed the number of available unitsApartments are

9. restricted to residents age 62 years and older, who must meet
income eligibility requirementsDrawbacks include long waiting
lists, low quality of apartments, and financial limitations
Continuum of Care (9 of 11)Congregate living
arrangementsMay resemble any other apartment or house
Usually offer group dining, housekeeping, and socialization
opportunitiesProvide at least a minimum level of assistance in
accessing personal assistance or health servicesExamples
include cohousing and shared housing
Continuum of Care (10 of 11)CohousingType of collaborative
housing in which residents actively participate in the design and
operation of their own neighborhoodsIntentional communities
with private homes and common facilitiesOperate using
consensus governing, shared responsibilities, and mutual
assistance
Continuum of Care (11 of 11)Shared homesLess formal than
cohousingMay take place in any home in the communityPeople
might share expenses or exchange services for rentCan be
intergenerational

10. Community-Based
Services and Supports (1 of 7)Home and community-based
services (HCBS)One aspect of the larger system of long-term
care services and supports (LTCSS)Include an array of services
and supports for people who need assistance to function in
everyday lifeServices may be needed on a regular or
intermittent basis and may be delivered in a variety of settings
Community-Based
Services and Supports (2 of 7)The need for long-term care is
usually measured by assessing limitation in an individual’s
capacity to perform or manage ADLs and IADLsMost people
who need LTCSS live at home or in community settings, not in
institutionsThe majority of those receiving care receive it at
home from family caregivers
Community-Based
Services and Supports (3 of 7)Home health servicesSkilled care
refers to services requiring a high level of skill, which can only
be provided by credentialed professionalsThese services are
included in a treatment plan only when they are deemed
medically necessaryDramatically reduces health costs when
compared to providing care in a skilled care facility

11. Community-Based
Services and Supports (4 of 7)Program of All-Inclusive Care for
the Elderly (PACE)Offers services to people age 55 and older
needing a level of care normally provided in a nursing
homePACE programs include meals, counseling, respite,
medication management, transportation to and from the site, and
an adult day programPatient outcomes have been positive
Community-Based
Services and Supports (5 of 7)Aging network servicesOlder
Americans Act (OAA) provides federal funds for nonmedical
services to support older adults meeting federal poverty
guidelinesnonmedical home care services Offer assistance such
as daily care, housekeeping, transportation, and
companionshipConsumers can often hire and manage the person
providing services
Community-Based
Services and Supports (6 of 7)Adult day services (ADS)Offer
programs of activities, health monitoring, socialization, and
assistance with ADLs for individuals requiring daily
supervision and oversightAllows individuals to continue living
at home and receive needed care in a community-based
settingDecreases caregiver stress

12. Community-Based
Services and Supports (7 of 7)HCBS also includes single use
and long-term use services such as:TransportationMeal
servicesChore servicesTelephone reassurance programs
Service-Enriched Communities (1 of 4)Continuing Care
Retirement Community (CCRC)Provides a spectrum of lifetime
care to residentsGenerally involves initial and monthly
feesVarious housing options are available and may be purchased
or rentedServices may include medical or nonmedicalOut of the
financial reach of most older adults
Service-Enriched Communities (2 of 4)Assisted living facility
(ALF)Broad term that describes several types of congregate
living arrangementsFor people who could live independently if
offered support with ADLs and IADLsResidents pay monthly
rent and additional feesNot covered by MedicareSome
specialize in people with specific conditions
Service-Enriched Communities (3 of 4)Nursing facilitiesProvide
around-the-clock care with the services of RNs, LPNs, and
nursing home aidsServices are shifting away from long-term
care toward rehabilitation therapiesSubject to federal and state
oversightStill a widespread fear and hatred of nursing homes
due to negative experiences in the past

13. Service-Enriched Communities (4 of 4)RehabilitationHelping
someone regain the highest possible level of functioning after
an injury or illnessRehabilitation therapists work with clients in
a variety of settings at different levels of intensity, depending
on the client’s needsIncludes exercise, education, and training
or retraining in functional tasks
Person-Centered Approaches to Institutional Care (1 of
6)HogeweykVillage-styled nursing home near Amsterdam
specifically for persons with Alzheimer’s diseaseOffers 23
units, each decorated in a specific styleEach unit houses 6 or 7
residents and has a caretaker that provides assistanceResidents
have access to the entire campusPromotes sense of normalcy
Person-Centered Approaches to Institutional Care (2 of 6)Eden
AlternativeDeveloped by Bill Thomas in the 1990sFought to
bring live plants and animals into the nursing care facility
where he was medical directorNon-ambulatory people started
walking so they could “walk the dog”Number of prescriptions
per resident decreased by 50%
Person-Centered Approaches to Institutional Care (3 of 6)Eden
Alternative model principlesThree plagues of loneliness,
helplessness, and boredom account for the bulk of suffering An
Elder-centered community commits to creating a Human Habitat
where life revolves around close, continuing contact with
people of all ages and abilities, as well as plants and

14. animalsLoving companionship is the antidote to loneliness
Person-Centered Approaches to Institutional Care (4 of 6)Eden
Alternative model principles (continued)An Elder-centered
community creates opportunity to give as well as receive
careAn Elder-centered community imbues daily life with variety
and spontaneity by creating an environment in which
unexpected and unpredictable interactions and happenings can
take place
Person-Centered Approaches to Institutional Care (5 of 6)Eden
Alternative model principles (continued)The opportunity to do
things that we find meaningful is essential to human
healthMedical treatment should be the servant of genuine human
caring, never its masterAn Elder-centered community honors its
Elders by de-emphasizing bureaucratic authority, seeking
instead to place the maximum possible decision-making
authority in the hands of the Elders
Person-Centered Approaches to Institutional Care (6 of 6)Eden
Alternative model principles (continued)Creating an Elder-
centered community is a never-ending process; human growth
must never be separated from human lifeWise leadership is the
lifeblood of any struggle against the three plagues
Special Topics and Issues (1 of 7)TelehealthAllows provider to
visit with and monitor patients using telecommunications and
modified physiological assessment devicesSaves money for

15. providers and patientsWhen combined with in-home care as
needed, it may help prevent hospital readmissionsPotential for
more uses in providing services and supports
Special Topics and Issues (2 of 7)Paying for LTCSSNearly half
of all reimbursements are paid through MedicareMedicaid can
cover more HCBS service costs than MedicareSome people are
purchasing long-term care insurance to pay for services they
may need in the future while protecting financial assets
Special Topics and Issues (3 of 7)HomelessnessHomelessness
rates of older adults are on the riseWhen income and housing
needs are compounded by chronic health problems, long-term
homelessness resultsHealthcare practitioners can combat
homelessness by remaining attentive to each client’s
biopsychosocial needs
Special Topics and Issues (4 of 7)Home modificationsNecessary
for safety and comfortPhysician should refer older adults with
debilitating health problems to an occupational or physical
therapist for a full home evaluationHomeowner must secure a
contractorMay require extensive remodelingMay be more cost
effective to move
Special Topics and Issues (5 of 7)Smaller home modifications
may include:Adding raised toilet seats and grab barsStabilizing
or eliminating scatter and area rugsImproving lighting
levelsUsing shower seats or bath transfer benchesRemoving

16. door thresholdsMoving commonly used items into easily
reached spaces
Special Topics and Issues (6 of 7)Occupational or physical
therapist can help the individual learn to:Transfer into and out
of the tub or shower safelyUse a walker or caneUse safe
techniques with kitchen appliancesUse joint protection and
energy conservation techniquesCompensate for changes in
eyesight, memory, and hearing
Special Topics and Issues (7 of 7)Reverse mortgagesFederally
insured program in which borrowers use their home as
collateral, and the bank sets up either an annuity or line of
credit to be drawn from as needed until the home is sold or the
loan repaidProgram users can face bankruptcy if they cannot
pay monthly fees, overdraw on the equity of their home, or
outlive the equity available