Healthy Skepticism Library item: 4261

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

Everett SE.
Lay audience response to prescription drug advertising
Journal of Advertising Research 1991 Apr-May; 31:43-49

Abstract:

This study found that the lay audience is willing to attend to direct-to-consumer advertising and would discuss such advertised prdoucts with their physicians. In general, members of the public will not tend to approach prescription drug advertising and product selection as a trivial, low-involvement task. Elderly consumers comprise one possible exception to this generally rational audience.

Keywords:
*analytic survey/United States/direct-to-consumer advertising/general public and consumers/attitude toward promotion/doctor-patient relationship/elderly/consumer behaviour & knowledge/ATTITUDES REGARDING PROMOTION: CONSUMERS/PATIENTS/INFLUENCE OF PROMOTION: CONSUMERS AND PATIENTS/INFLUENCE OF PROMOTION: DOCTOR-PATIENT RELATIONSHIP/PROMOTION AS A SOURCE OF INFORMATION: CONSUMERS AND PATIENTS/PROMOTIONAL TECHNIQUES: DIRECT-TO-CONSUMER ADVERTISING