Title
Age differences in how consumers behave following exposure to DTC advertising
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
ISSN
1041-0236
Recommended Citation
"Age differences in how consumers behave following exposure to DTC advertising" (2006). Faculty Bibliography 2000s. 6068.
https://stars.library.ucf.edu/facultybib2000/6068
Comments
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