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Effects on Direct-to-Consumer Advertising of Prescription Drugs in Singapore: The Moderating Role of Low Credibility

Author

Listed:
  • Siva Muthaly
  • Hong-Youl Ha
  • Jing Ping Yeo
  • Nam-Yun Kim

Abstract

As consumer beliefs about direct-to-consumer (“DTC‘) advertising vary, two different types of beliefs (beliefs about DTC advertising and beliefs about quality of treatment) are associated with how consumers' beliefs affect behavioral intentions. The authors also consider how consumers' judgments of DTC advertising of prescription drugs vary with different levels of credibility. Taking a moderating effect perspective on the consumer beliefs-behavioral intentions formation, the authors theorize that the lower level of credibility is a key element in facilitating consumer activity. Data from Singaporean had been used to test a proposed model. The findings show that the effect of beliefs about quality of prescription drugs advertised on behavioral intention is more powerful than the effect of beliefs about DTC advertising. The interaction effects suggest that at a lower level of credibility on DTC advertising, consumers are likely to discuss this matter with their doctors to increase their confidence.

Suggested Citation

  • Siva Muthaly & Hong-Youl Ha & Jing Ping Yeo & Nam-Yun Kim, 2009. "Effects on Direct-to-Consumer Advertising of Prescription Drugs in Singapore: The Moderating Role of Low Credibility," International Area Studies Review, Center for International Area Studies, Hankuk University of Foreign Studies, vol. 12(2), pages 215-229, September.
    • Handle: RePEc:sae:intare:v:12:y:2009:i:2:p:215-229
    DOI: 10.1177/223386590901200211
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