Seniors' Uncertainty Management of Direct-to-Consumer Prescription Drug Advertising Usefulness

    Authors

    D. E. DeLorme;J. Huh

    Comments

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    Abstract

    This study provides insight into seniors' perceptions of and responses to direct-to-consumer prescription drug advertising (DTCA) usefulness, examines support for DTCA regulation as a type of uncertainty management, and extends and gives empirical voice to previous survey results through methodological triangulation. In-depth interview findings revealed that, for most informants, DTCA usefulness was uncertain and this uncertainty stemmed from 4 sources. The majority had negative responses to DTCA uncertainty and relied on 2 uncertainty-management strategies: information seeking from physicians, and inferences of and support for some government regulation of DTCA. Overall, the findings demonstrate the viability of uncertainty management theory (Brashers, 2001, 2007) for mass-mediated health communication, specifically DTCA. The article concludes with practical implications and research recommendations.

    Journal Title

    Health Communication

    Volume

    24

    Issue/Number

    6

    Publication Date

    1-1-2009

    Document Type

    Article

    First Page

    494

    Last Page

    503

    WOS Identifier

    WOS:000269586000002

    ISSN

    1041-0236

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