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The Effects of Health Consciousness and Familiarity with DTCA on Perceptions of Dietary Supplements

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  • MARLA B. ROYNE
  • ALEXA K. FOX
  • GEORGE D. DEITZ
  • TYLER GIBSON

Abstract

type="main" xml:id="joca12051-abs-0001"> This study examines the effect of consumer health-consciousness on attitude toward dietary supplements as well as consumer perceptions of supplement risks and benefits when compared to their prescription drug counterparts. The authors investigate three conditions (insomnia, depression, and high cholesterol) with both a prescription drug and dietary supplement regimen available. Results indicate that health consciousness is positively related to attitudes toward dietary supplements, which is positively related to perceived supplement benefits, but negatively associated with perceived supplement risks. Mediating effects of attitudes toward dietary supplements are also found. Moreover, familiarity with direct to consumer advertising (DTCA) moderates the relationship between health consciousness and attitude toward dietary supplements. Our findings suggest that knowledge may play a key role in attitude and perception formation and that both benefit and risk information about supplements should be provided to consumers so they can make informed decisions about their health.

Suggested Citation

  • Marla B. Royne & Alexa K. Fox & George D. Deitz & Tyler Gibson, 2014. "The Effects of Health Consciousness and Familiarity with DTCA on Perceptions of Dietary Supplements," Journal of Consumer Affairs, Wiley Blackwell, vol. 48(3), pages 515-534, October.
    • Handle: RePEc:bla:jconsa:v:48:y:2014:i:3:p:515-534
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    References listed on IDEAS

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    1. Jinkyung Choi, 2019. "The Association Between Health Conditions, Consciousness, Involvement, and Knowledge and Dietary Supplement Intake among University Students in South Korea," IJERPH, MDPI, vol. 16(20), pages 1-12, October.
    2. Shah, Sayed Kifayat & Zhongjun, Tang & Sattar, Abdul & XinHao, Zhou, 2021. "Consumer's intention to purchase 5G: Do environmental awareness, environmental knowledge and health consciousness attitude matter?," Technology in Society, Elsevier, vol. 65(C).
    3. Bo Pu & Lu Zhang & Zhiwei Tang & Yanjun Qiu, 2020. "The Relationship between Health Consciousness and Home-Based Exercise in China during the COVID-19 Pandemic," IJERPH, MDPI, vol. 17(16), pages 1-18, August.
    4. Shian-Yang Tzeng & Tzu-Ya Ho, 2022. "Exploring the Effects of Product Knowledge, Trust, and Distrust in the Health Belief Model to Predict Attitude Toward Dietary Supplements," SAGE Open, , vol. 12(1), pages 21582440211, January.
    5. Katarzyna Hys & Anna Koziarska, 2020. "Supply Analysis of Supplementary Products in Poland," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 1), pages 549-571.
    6. Yun Wang & Leighann C. Neilson & Shaobo Ji, 2023. "Mindfulness through agency in health consumption: Empirical evidence from committed dietary supplement consumers," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(2), pages 871-905, April.

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