Table 1.

Construct and definitions of the theoretical model.

Construct	Definition
Physician-patient gap	The differences in knowledge and situation between the physician and patient
Mutual understanding	Communication is judged to be comprehensible and true
Communication complexity	The communicators’ perception of the effort needed to ensure mutual understanding
Contextualization	Provision of explicit background information that explains the core message
Personalization	Adapting the message to the consumer’s situation and attitude