Title

Seniors' Uncertainty Management Of Direct-To-Consumer Prescription Drug Advertising Usefulness

Abstract

This study provides insight into seniors' perceptions of and responses to direct-to-consumer prescription drug advertising (DTCA) usefulness, examines support for DTCA regulation as a type of uncertainty management, and extends and gives empirical voice to previous survey results through methodological triangulation. In-depth interview findings revealed that, for most informants, DTCA usefulness was uncertain and this uncertainty stemmed from 4 sources. The majority had negative responses to DTCA uncertainty and relied on 2 uncertaintymanagement strategies: information seeking from physicians, and inferences of and support for some government regulation of DTCA. Overall, the findings demonstrate the viability of uncertainty management theory (Brashers, 2001, 2007) for mass-mediated health communication, specifically DTCA. The article concludes with practical implications and research recommendations. © Taylor & Francis Group, LLC.

Publication Date

9-1-2009

Publication Title

Health Communication

Volume

24

Issue

6

Number of Pages

494-503

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/10410230903104277

Socpus ID

70349606400 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/70349606400

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