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

    Authors

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

    Comments

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    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

    Language

    English

    First Page

    147

    Last Page

    168

    WOS Identifier

    WOS:000300596900009

    ISSN

    0265-0487

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