Title

Direct-To-Consumer Advertising Skepticism And The Use And Perceived Usefulness Of Prescription Drug Information Sources

Keywords

Advertising skepticism; Consumer health decision-making; Consumer health information seeking behavior; DTC prescription drug advertising

Abstract

This study investigates advertising skepticism in the context of consumers' prescription drug information seeking behavior. Results of a telephone survey found that: (a) the overall level of direct-to-consumer advertising (DTCA) skepticism among consumers was neutral; (b) DTCA skepticism was unrelated to age, positively related to education and income, and varied by race; (c) however, when all the antecedent variables were considered concurrently, only education emerged as a significant predictor (consumers with higher education were more skeptical of DTCA); (d) DTCA skepticism was not significantly related to perceived importance of prescription drug information; (e) DTCA skepticism was not associated with use of advertising and interpersonal sources of prescription drug information; and (f) DTCA skepticism was negatively related to perceived usefulness of advertising sources but unrelated to perceived usefulness of professional interpersonal sources (i.e., physicians and pharmacists). The article concludes with a discussion of findings and directions for future research.

Publication Date

10-1-2009

Publication Title

Health Marketing Quarterly

Volume

26

Issue

4

Number of Pages

293-314

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/07359680903304278

Socpus ID

71049115932 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/71049115932

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