John Friend

John Friend
  • Lecturer


BusAd C-303


(808) 956-6692

Academic Background

  • Ph.D., Political Science, University of Hawai‘i at Mānoa
  • M.S., Defense and Strategic Studies, Missouri State University
  • B.A., Anthropology, University of California, Berkeley



Research Interests

  • Healthcare Consumer Behavior
  • Decision Psychology
  • Marketing Strategy
  • Marketing and Public Policy
  • Sustainable Marketing

Selected Publications

Friend, J., & Alden, D.L. Improving patient preparedness and confidence in discussing advance directives for end-of-life care with healthcare providers in the U.S. and Japan. Medical Decision Making, 41(1), 60-73.

Dolan, H., Alden, D.L., Friend, J., Lee, P.Y., Lee, Y.K., Ng, C.J., Abdullah, K.L., & Trevena, L. (2019). Culture, self, and medical decision making in Australia and China: A structural model analysis. MDM Policy & Practice, 4( 2), 1-14.

Alden, D.L., Friend, J., Fraenkel, L., & Jibaja-Weiss, M. (2018). The effects of culturally targeted patient decision aids on medical consultation preparation for Hispanic women in the U.S.: Results from four randomized experiments. Social Science & Medicine, 212, 17-25.

Alden, D.L., Friend, J., Lee, P.Y., Lee, Y.K., Trevena, L., Ng, C.J., Kiatpongsan, S., Abdullah, K.L., Tanaka, M., & Limpongsanurak, S. (2018). Who decides – me or we? Family involvement in medical decision making in Eastern and Western countries. Medical Decision Making, 38(1), 14-25.

Alden, D.L., Friend, J., Lee, A., de Vries, M., Osawa, R., & Chen, Q. (2015). Culture and medical decision making: Healthcare consumer perspectives in Japan and the United States. Health Psychology, 34(12), 1133-1144.

Alden, D.L., Friend, J., Schapira, M., & Stiggelbout, A. (2014). Cultural targeting and tailoring of shared decision making technology: A theoretical framework for improving the effectiveness of patient decision aids in culturally diverse groups. Social Science & Medicine, 105, 1-8.

Alden, D.L., Friend, J., & Chun, M. (2013). Shared Decision Making and Patient Decision Aids: Knowledge, Attitudes and Practices Among Hawai'i Physicians. Hawai'i Journal of Medicine & Public Health, 72(11), 396-400.


Awards & Honors

  • Graduate Degree Fellowship, East-West Center, 2010-2012