Do Korean-Americans View Drug Advertisements Differently Than Non-Hispanic White Americans? Perceptions of Direct-to-Consumer Media: How Useful Is the Information They Convey?

    Authors

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

    Comments

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    Abbreviated Journal Title

    J. Advert. Res.

    Keywords

    HEALTH INFORMATION; UTILITY; INTERNET; WEB; Business; Communication

    Abstract

    The Korean-American market segment is distinct, economically powerful, and under-examined. This study compared perceived information utility of six direct-to-consumer advertising (DTCA) media for prescription drugs among Korean-Americans and Non-Hispanic White Americans. Results indicate that drug-brand Web sites were most useful for this segment, followed by television. Banner, pop-up, and e-mail advertisements were least useful. Korean-Americans perceived newspapers, television, and the Internet significantly more useful DTCA media than Non-Hispanic Whites.

    Journal Title

    Journal of Advertising Research

    Volume

    54

    Issue/Number

    3

    Publication Date

    1-1-2014

    Document Type

    Article

    Language

    English

    First Page

    332

    Last Page

    345

    WOS Identifier

    WOS:000343194400012

    ISSN

    0021-8499

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