“…In spite of, or potentially because of unclear decision contexts, patients as well as HCPs form perceptions relating to the available options based on additional factors not relating to clinical evidence. Studies have shown that HCPs treat patients differently in accordance with their own perception of diagnosis and that HCPs are heavily guided by their beliefs about back pain in general and about the individual patient, in their treatment recommendations Poiraudeau et al, 2006;Houben et al, 2005Houben et al, , 2004Corbett et al, 2009;Pincus et al, 2007;Balagué et al, 2012;Bishop et al, 2008; In line with the above, this paper argues that, possibly particularly in scenarios where clinical evidence is limited or not clear cut, perceptions that the patient forms, either through past experience or through discussion with other patients and/or medical experts, will play a major role in shaping his or her decisions. Researchers outside of health economics have increasingly recognised that a large share of this heterogeneity could be linked to underlying values, perceptions, attitudes and beliefs (BenAkiva et al, 1999).…”