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Caring or Compulsion? The Effects of Consumer Attributions of Risk Information Disclosure in Direct‐to‐Consumer Prescription Drug Advertising

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  • Jennifer Gerard Ball

Abstract

Direct‐to‐consumer prescription drug advertising (DTCA) is mandated to provide information about drug risks in addition to promoting drug benefits. The disclosure of drug risks is intended to provide consumers with a balanced view of the advertised drugs. However, unintended consequences of the disclosure have been observed in previous DTCA research including an influence on trust toward the ad and manufacturer. To better understand this, an experiment was conducted across two health conditions (seasonal allergies and diabetes) to examine the role of the amount of side effect information and attribution of side effects disclosure in judgments of positive advertiser motives, trustworthiness, brand attitude, and behavioral intentions. Results indicated brand attitude and behavioral intentions differed by amount of side effect information mediated by advertiser trust. Attribution of side effects information to regulations provided a limited moderation of this effect. Suggested implications include more explicit identification of mandated information within the ads.

Suggested Citation

  • Jennifer Gerard Ball, 2018. "Caring or Compulsion? The Effects of Consumer Attributions of Risk Information Disclosure in Direct‐to‐Consumer Prescription Drug Advertising," Journal of Consumer Affairs, Wiley Blackwell, vol. 52(3), pages 623-654, November.
    • Handle: RePEc:bla:jconsa:v:52:y:2018:i:3:p:623-654
    DOI: 10.1111/joca.12178
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    Cited by:

    1. M. Paula Fitzgerald & Farnoush Reshadi & Matthew Sarkees, 2022. "Patient susceptibility to over‐trust: The case of off‐label prescribing," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(2), pages 849-875, June.
    2. Jie Yin & Youcheng Chen & Yingchao Ji, 2021. "Effect of the event strength of the coronavirus disease (COVID‐19) on potential online organic agricultural product consumption and rural health tourism opportunities," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 42(5), pages 1156-1171, July.
    3. Alexander Nill & Gene Laczniak, 2022. "Direct-to-Consumer Genetic Testing and Its Marketing: Emergent Ethical and Public Policy Implications," Journal of Business Ethics, Springer, vol. 175(4), pages 669-688, February.

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