The information utility of DTC prescription drug advertising

    Authors

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

    Comments

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    Abbreviated Journal Title

    Journal. Mass Commun. Q.

    Keywords

    CONSUMER; BEHAVIOR; PERSPECTIVE; POLICY; ADS; Communication

    Abstract

    This study examined consumer perceptions of the information utility of direct-to-consumer advertising, focusing particularly on how older consumers respond to this unique form of advertising. Consumers are neutral, not positive, about the information utility of DTC ads, but preceptions vary by demographic and predispositional variables. Older consumers are less negative and see more usefulness in DTC advertising than younger consumers, especially in terms of its ability to prepare them to ask intelligent questions of their doctors. Regardless of age, however, perceptions of DTC advertising utility were positively associated with health care decision-making behavior, indicating that DTC advertising has value as an educational tool and plays a beneficial role in motivating preventive health care decisions.

    Journal Title

    Journalism & Mass Communication Quarterly

    Volume

    81

    Issue/Number

    4

    Publication Date

    1-1-2004

    Document Type

    Article

    Language

    English

    First Page

    788

    Last Page

    806

    WOS Identifier

    WOS:000227631800005

    ISSN

    1077-6990

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