Personality Traits and Annual Income Determine the Willingness to Pay for a Single Tooth Implant

Abstract

The objective of this study was to evaluate the factors influencing the willingness to pay for a single tooth implant in Malaysia and to assess if an additional evidence-based patient education video increases the willingness to pay. A total of 100 subjects seeking single tooth replacement at the Oral Health Centre, International Medical University (IMU), Kuala Lumpur, Malaysia, were asked to complete questionnaires about personal demographics and personality traits. Subsequently, they were randomly allocated into two groups. Group C received a conventional patient–dentist interaction on treatment options for missing teeth, while Group EV received the same content with an additional evidence-based video on the survival rate and complications for each option from recent meta-analyses. Willingness to pay the median price and the highest price that the subjects were willing to pay were assessed by a structured bidding process. A higher annual income was significantly associated with willingness to pay the median price for a single tooth implant (χ2 = 6.91, p = 0.03). Dominant personality traits of openness (r = −0.25), conscientiousness (r = −0.30) and agreeableness (r = −0.20) were negatively correlated with the highest price that the patients were willing to pay for a single tooth implant (Pearson’s correlation test, p < 0.05). No significant difference in willingness to pay was found between Group C and Group EV (χ2 = 0.05, p > 0.05). In conclusion, patient education strategies for single tooth replacements with dental implants should be customized based on a patient’s personality and income to maximize effectiveness.