Title

Age differences in how consumers behave following exposure to DTC advertising

Authors

Authors

D. E. DeLorme; J. Huh;L. N. Reid

Comments

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Abbreviated Journal Title

Health Commun.

Keywords

PRESCRIPTION DRUG INFORMATION; ELDERLY CONSUMERS; VULNERABILITY; PERSPECTIVE; ISSUES; FRAUD; PROMOTION; UTILITY; POLICY; ADULTS; Communication; Health Policy & Services

Abstract

This study was conducted to provide additional evidence on how consumers behave following direct-to-consumer (DTC) advertising exposure and to determine if there are differences in ad-prompted acts (drug inquiry and drug requests) between different age groups (i.e., older, mature, and younger adults). The results suggest that younger, mature, and older consumers are all moved to act by DTC drug ads, but that each age group behaves in different ways. Somewhat surprisingly, age was not predictive of ad-prompted behavior. DTC advertising was no more effective at moving older consumers to behave than their younger counterparts. These results suggest that age does not matter that much when it comes to the "moving power" of prescription drug advertising, even though research indicates that older consumers are more vulnerable to the persuasive effects of communication.

Journal Title

Health Communication

Volume

20

Issue/Number

3

Publication Date

1-1-2006

Document Type

Article

Language

English

First Page

255

Last Page

265

WOS Identifier

WOS:000243264700005

ISSN

1041-0236

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