Title

Scepticism towards DTC advertising A comparative study of Korean and Caucasian Americans

Authors

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

Int. J. Advert.

Keywords

CULTURAL-VALUES; HEALTH-CARE; INFORMATION-SOURCES; UNITED-STATES; NEW-ZEALAND; PRESCRIPTION; US; KNOWLEDGE; ATTITUDES; BEHAVIOR; Business; Communication

Abstract

Studies of cultural and subcultural differences among consumers are important for advancing knowledge on direct-to-consumer prescription drug advertising (DTCA). This study investigates and compares scepticism towards DTCA between Korean and Caucasian Americans and the relationship of cultural values (collectivism vs individualism) and acculturation to DTCA scepticism. The results reveal that, while the difference in DTCA scepticism between Caucasian and Korean Americans was non-significant, Korean Americans' acculturation level influenced DTCA scepticism within this segment and collectivism was the only significant predictor of DTCA scepticism. The findings are discussed relative to previous research on DTCA scepticism, and managerial implications arc offered.

Journal Title

International Journal of Advertising

Volume

31

Issue/Number

1

Publication Date

1-1-2012

Document Type

Article

DOI Link

http://dx.doi.org/10.2501/ija-31-1-147-168

Language

English

First Page

147

Last Page

168

WOS Identifier

WOS:000300596900009

ISSN

0265-0487

Recommended Citation

"Scepticism towards DTC advertising A comparative study of Korean and Caucasian Americans" (2012). Faculty Bibliography 2010s. 2774.
https://stars.library.ucf.edu/facultybib2010/2774