The manner in which internists and surgeons view potential psychiatric
consultations is analogous to the way in which consumers evalute a service
or product in the marketplace. Factors that determine a purchase or a
consultation request include 1) perception of need, 2) prior attitude and
experience, 3) projected image, 4) availability, and 5) cost/benefit ratio.
The author presents a model of psychiatric consultation, with similarities
between research and development, manufacturing and merchandising phases on
the one hand, and negotiation, investigation, and implementation phases on