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Consumer Reactions to Price Comparison and Disclosure Information in Prescription Drug Print Advertising

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Listed:
  • Kathryn J. Aikin
  • Kevin R. Betts
  • Brian G. Southwell
  • Vanessa Boudewyns
  • Mihaela Johnson
  • A.D.S. Breslav

Abstract

Advertisers sometimes include price‐comparison information in direct‐to‐consumer (DTC) prescription drug ads because consumers may value such savings when considering drug options. It is not known whether a context statement—a disclosure noting that compared products may or may not be equally effective or safe or costly—could improve consumer understanding of risk, efficacy, and price. Using a between‐subjects experiment, we tested effects of price claim type (price comparison versus general cost savings) and presence of a disclosure statement in a fictitious but professionally developed DTC prescription drug print ad. Results indicated that when people remembered seeing the disclosure, they demonstrated uncertainty regarding risks, efficacy, and savings; however, most did not notice the disclosure, despite its prominent placement in the ad.

Suggested Citation

  • Kathryn J. Aikin & Kevin R. Betts & Brian G. Southwell & Vanessa Boudewyns & Mihaela Johnson & A.D.S. Breslav, 2019. "Consumer Reactions to Price Comparison and Disclosure Information in Prescription Drug Print Advertising," Journal of Consumer Affairs, Wiley Blackwell, vol. 53(3), pages 1255-1272, September.
    • Handle: RePEc:bla:jconsa:v:53:y:2019:i:3:p:1255-1272
    DOI: 10.1111/joca.12227
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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.

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