Title

Perceived Effects Of Direct-To-Consumer (Dtc) Prescription Drug Advertising On Self And Others: A Third-Person Effect Study Of Older Consumers

Abstract

In this paper, we present results of a survey designed to (1) explore older consumers' perceptions of direct-to-consumer (DTC) advertising effects on themselves and others; (2) determine how those perceptions are influenced by respondent characteristics; and (3) examine how self/other effect perceptions are related to ad-prompted behaviors. The results provide evidence to support the operation of the third-person effect in DTC advertising. Findings indicate that (1) older consumers believe that DTC advertising exerts its greatest influence on "them," "not me"; (2) older consumers' third-person perceptions of DTC ad effects are multidimensional, and different effect dimensions show different magnitudes of the third-person effect; and (3) the third-person effect in DTC advertising is influenced by receiver-specific characteristics and predicts behavior following DTC ad exposure better than demographics and other receiver-specific variables. The study's findings extend several streams of research, including the literature on advertising and the older adult market, DTC advertising, and the third-person effect. © 2006 American Academy of Advertising. All rights reserved.

Publication Date

9-1-2006

Publication Title

Journal of Advertising

Volume

35

Issue

3

Number of Pages

47-65

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.2753/JOA0091-3367350304

Socpus ID

33749363293 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/33749363293

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