Title

Age Differences In How Consumers Behave Following Exposure To Dtc Advertising

Abstract

This study was conducted to provide additional evidence on how consumers behave following direct-to-consumer (DTC) advertising exposure and to determine if there are differences in ad-prompted acts (drug inquiry and drug requests) between different age groups (i.e., older, mature, and younger adults). The results suggest that younger, mature, and older consumers are all moved to act by DTC drug ads, but that each age group behaves in different ways. Somewhat surprisingly, age was not predictive of ad-prompted behavior. DTC advertising was no more effective at moving older consumers to behave than their younger counterparts. These results suggest that age does not matter that much when it comes to the "moving power" of prescription drug advertising, even though research indicates that older consumers are more vulnerable to the persuasive effects of communication. Copyright © 2006, Lawrence Erlbaum Associates, Inc.

Publication Date

12-1-2006

Publication Title

Health Communication

Volume

20

Issue

3

Number of Pages

255-265

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1207/s15327027hc2003_5

Socpus ID

33846307030 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/33846307030

This document is currently not available here.

Share

COinS