This study examined factors associated with the intent to use nurse practitioner (NP) services among 331 residents of the New Haven, Connecticut, urban area. Using a stratified random sample, a telephone survey was conducted to investigate the significance of selected socio-economic, attitudinal, cognitive, and health care use characteristics known to influence consumers' choices about health care providers and services. Applying marketing concepts, these findings indicated that 62% of the respondents would use NP services. Chi-square analysis and stepwise logistic regression indicated that dissatisfaction with present health care, family size, and age were the best predictors of intent to use NP services. Respondents believed that NP services were not different from physician services; they were concerned about issues of availability and cost of care. Consumers would seek NP care if it were covered by health insurance and if it cost less than physician care. Implications for designing effective marketing strategies and policy development are discussed.