Title

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

Authors

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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