Age differences in how consumers behave following exposure to DTC advertising

    Authors

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

    Comments

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    Abbreviated Journal Title

    Health Commun.

    Keywords

    PRESCRIPTION DRUG INFORMATION; ELDERLY CONSUMERS; VULNERABILITY; PERSPECTIVE; ISSUES; FRAUD; PROMOTION; UTILITY; POLICY; ADULTS; Communication; Health Policy & Services

    Abstract

    This study was conducted to provide additional evidence on how consumers behave following direct-to-consumer (DTC) advertising exposure and to determine if there are differences in ad-prompted acts (drug inquiry and drug requests) between different age groups (i.e., older, mature, and younger adults). The results suggest that younger, mature, and older consumers are all moved to act by DTC drug ads, but that each age group behaves in different ways. Somewhat surprisingly, age was not predictive of ad-prompted behavior. DTC advertising was no more effective at moving older consumers to behave than their younger counterparts. These results suggest that age does not matter that much when it comes to the "moving power" of prescription drug advertising, even though research indicates that older consumers are more vulnerable to the persuasive effects of communication.

    Journal Title

    Health Communication

    Volume

    20

    Issue/Number

    3

    Publication Date

    1-1-2006

    Document Type

    Article

    Language

    English

    First Page

    255

    Last Page

    265

    WOS Identifier

    WOS:000243264700005

    ISSN

    1041-0236

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