Title

Perceived third-person effects and consumer attitudes on prevetting and banning DTC advertising

Authors

Authors

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

Comments

Authors: contact us about adding a copy of your work at STARS@ucf.edu

Abbreviated Journal Title

J. Consum. Aff.

Keywords

PRESCRIPTION DRUGS; TELEVISION VIOLENCE; MEDIA INFLUENCE; MASS-MEDIA; CENSORSHIP; IMPACT; PERCEPTIONS; SUPPORT; KNOWLEDGE; COMMUNICATION; Business; Economics

Abstract

This study examined consumer attitudes toward two potential direct-to-consumer (DTC) advertising regulatory options-prior approval of DTC ads and a total ban-and how those attitudes are influenced by perceived DTC ad effects and receiver-specific characteristics within the context of the third-person effect framework. Results suggest that (1) consumers support the prevetting of DTC ads, but not the banning of DTC ads, (2) their support for prior approval is unaffected by demographic, predispositional, and ad-effect perceptual differences, but (3) their support for a ban is associated with age, attitude toward DTC advertising, and perceptions of negative effects on self and others.

Journal Title

Journal of Consumer Affairs

Volume

40

Issue/Number

1

Publication Date

1-1-2006

Document Type

Article

Language

English

First Page

90

Last Page

116

WOS Identifier

WOS:000236086300005

ISSN

0022-0078

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