Perceived effects of direct-to-consumer (DTC) prescription drug advertising on self and others - A third-person effect study of older consumers

    Authors

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

    Comments

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    Abbreviated Journal Title

    J. Advert.

    Keywords

    ELDERLY CONSUMERS; TELEVISION VIOLENCE; MASS-MEDIA; NEWS COVERAGE; IMPACT; INFORMATION; CENSORSHIP; SUPPORT; PERCEPTION; COMMERCIALS; Business; Communication

    Abstract

    In this paper, we present results of a survey designed to (1) explore older consumers' perceptions of direct-to-consumer (DTC) advertising effects on themselves and others; (2) determine how those perceptions are influenced by respondent characteristics; and (3) examine how self/other effect perceptions are related to ad-prompted behaviors. The results provide evidence to support the operation of the third-person effect in DTC advertising. Findings indicate that (1) older consumers believe that DTC advertising exerts its greatest influence on "them," "not me"; (2) older consumers' third-person perceptions of DTC ad effects are multidimensional, and different effect dimensions show different magnitudes of the third-person effect; and (3) the third-person effect in DTC advertising is influenced by receiver-specific characteristics and predicts behavior following DTC ad exposure better than demographics and other receiver-specific variables. The study's findings extend several streams of research, including the literature on advertising and the older adult market, DTC advertising, and the third-person effect.

    Journal Title

    Journal of Advertising

    Volume

    35

    Issue/Number

    3

    Publication Date

    1-1-2006

    Document Type

    Review

    Language

    English

    First Page

    47

    Last Page

    65

    WOS Identifier

    WOS:000240887700004

    ISSN

    0091-3367

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