"Others are influenced, but not me": Older adults' perceptions of DTC prescription drug advertising effects

    Authors

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

    Comments

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    Abbreviated Journal Title

    J. Aging Stud.

    Keywords

    PERCEIVED IMPACT; CONSUMER; TELEVISION; Gerontology

    Abstract

    A series of in-depth interviews was conducted to examine older adults' perceptions of the effects of direct-to-consumer (DTC) prescription drug advertising on themselves and others. Results give empirical voice to published survey findings and provide additional evidence to support the third-person effect in DTC advertising. Findings indicate that older adults do not perceive DTC ad effects on themselves when asked directly, but do indicate behaving in DTC-ad-expected ways in particular situations. The informants also perceived different types of DTC ad effects on others and themselves. In addition, the interview data suggest that older consumers' frustration toward individual DTC ads - despite positive perceptions toward the general idea of DTC advertising - operate behind denial of DTC ad effects on self. Both cognitive and motivational explanations can be applied to understand why older adults make these types of attributions in the context of third-person DTC ad effects. (c) 2007 Elsevier Inc. All rights reserved.

    Journal Title

    Journal of Aging Studies

    Volume

    21

    Issue/Number

    2

    Publication Date

    1-1-2007

    Document Type

    Article

    Language

    English

    First Page

    135

    Last Page

    151

    WOS Identifier

    WOS:000246502600004

    ISSN

    0890-4065

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