Do Korean-Americans View Drug Advertisements Differently Than Non-Hispanic White Americans? Perceptions of Direct-to-Consumer Media: How Useful Is the Information They Convey?
Abbreviated Journal Title
J. Advert. Res.
HEALTH INFORMATION; UTILITY; INTERNET; WEB; Business; Communication
The Korean-American market segment is distinct, economically powerful, and under-examined. This study compared perceived information utility of six direct-to-consumer advertising (DTCA) media for prescription drugs among Korean-Americans and Non-Hispanic White Americans. Results indicate that drug-brand Web sites were most useful for this segment, followed by television. Banner, pop-up, and e-mail advertisements were least useful. Korean-Americans perceived newspapers, television, and the Internet significantly more useful DTCA media than Non-Hispanic Whites.
Journal of Advertising Research
"Do Korean-Americans View Drug Advertisements Differently Than Non-Hispanic White Americans? Perceptions of Direct-to-Consumer Media: How Useful Is the Information They Convey?" (2014). Faculty Bibliography 2010s. 5484.