Perceived third-person effects and consumer attitudes on prevetting and banning DTC advertising

    Authors

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

    Comments

    Authors: contact us about adding a copy of your work at STARS@ucf.edu

    Abbreviated Journal Title

    J. Consum. Aff.

    Keywords

    PRESCRIPTION DRUGS; TELEVISION VIOLENCE; MEDIA INFLUENCE; MASS-MEDIA; CENSORSHIP; IMPACT; PERCEPTIONS; SUPPORT; KNOWLEDGE; COMMUNICATION; Business; Economics

    Abstract

    This study examined consumer attitudes toward two potential direct-to-consumer (DTC) advertising regulatory options-prior approval of DTC ads and a total ban-and how those attitudes are influenced by perceived DTC ad effects and receiver-specific characteristics within the context of the third-person effect framework. Results suggest that (1) consumers support the prevetting of DTC ads, but not the banning of DTC ads, (2) their support for prior approval is unaffected by demographic, predispositional, and ad-effect perceptual differences, but (3) their support for a ban is associated with age, attitude toward DTC advertising, and perceptions of negative effects on self and others.

    Journal Title

    Journal of Consumer Affairs

    Volume

    40

    Issue/Number

    1

    Publication Date

    1-1-2006

    Document Type

    Article

    Language

    English

    First Page

    90

    Last Page

    116

    WOS Identifier

    WOS:000236086300005

    ISSN

    0022-0078

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