Healthy Skepticism Library item: 20556

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Friestad M, Wright P
The Persuasion Knowledge Model: How People Cope with Persuasion Attempts
Journal of Consumer Research 1994 Jun; 21:(1):1-31
http://www.jstor.org/discover/10.2307/2489738?uid=3737536&uid=2129&uid=2&uid=70&uid=4&sid=21102165584431

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963