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How Consumers’ Attitudes Toward Direct-to-Consumer Advertising of Prescription Drugs Influence Ad Effectiveness, and Consumer and Physician Behavior

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  • Michal Herzenstein
  • Sanjog Misra
  • Steven Posavac

Abstract

Data from 1081 adults surveyed by the FDA were analyzed to explore consumers’ attitudes toward direct-to-consumer advertising (DTCA) of prescription drugs, and the relation between these attitudes and health related consumption behaviors. We report the favorableness of consumers’ reactions to DTCA, and more importantly, demonstrate that consumers’ attitudes toward DTCA are related to whether they search for more information about a drug that is advertised, and ask their physician about the drug. Finally, we document how consumers’ attitudes towards DTCA relate to the prescription writing behavior of their physicians. Mediation analyses that more fully explicate these findings are discussed. Copyright Kluwer Academic Publishers 2004

Suggested Citation

  • Michal Herzenstein & Sanjog Misra & Steven Posavac, 2004. "How Consumers’ Attitudes Toward Direct-to-Consumer Advertising of Prescription Drugs Influence Ad Effectiveness, and Consumer and Physician Behavior," Marketing Letters, Springer, vol. 15(4), pages 201-212, December.
    • Handle: RePEc:kap:mktlet:v:15:y:2004:i:4:p:201-212
    DOI: 10.1007/s11002-005-0458-x
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    References listed on IDEAS

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    1. Batra, Rajeev & Stayman, Douglas M, 1990. "The Role of Mood in Advertising Effectiveness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 203-214, September.
    2. repec:reg:rpubli:141 is not listed on IDEAS
    3. Füsun Gönül & Franklin Carter & Jerry Wind, 2000. "What kind of patients and physicians value direct-to-consumer advertising of prescription drugs," Health Care Management Science, Springer, vol. 3(3), pages 215-226, June.
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    Cited by:

    1. Mahabubur Rahman & M. Ángeles Rodríguez-Serrano & Mary Lambkin, 2019. "Advertising efficiency and profitability: Evidence from the pharmaceutical industry," Post-Print hal-02096913, HAL.
    2. Suh, Hae Sun & Lee, Donghyun & Kim, Sang Yong & Chee, Dong Hyun & Kang, Hye-Young, 2011. "Direct-to-consumer advertising (DTCA) for prescription drugs: Consumers' attitudes and preferences concerning its regulation in South Korea," Health Policy, Elsevier, vol. 101(3), pages 260-268, August.
    3. Qiang Liu & Hongju Liu & Manohar Kalwani, 2020. "“See your doctor”: the impact of direct-to-consumer advertising on patients with different affliction levels," Marketing Letters, Springer, vol. 31(1), pages 37-48, March.
    4. 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.
    5. Nithima Sumpradit & Richard P. Bagozzi & Frank J. Ascione, 2015. "“Give Me Happiness” or “Take Away My Pain”: Explaining consumer responses to prescription drug advertising," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1024926-102, December.
    6. Lins Ferreira, Vinicius & Pereira da Veiga, Cássia Rita & Kudlawicz-Franco, Claudineia & Scalercio, Priscila & Ramires, Yohanna & Pontarolo, Roberto & Carvalho, Denise Maria W. & da Veiga, Claudimar , 2017. "Generic drugs in times of economic crisis: Are there changes in consumer purchase intention?," Journal of Retailing and Consumer Services, Elsevier, vol. 37(C), pages 1-7.

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