Healthy Skepticism Library item: 11414

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

An S.
Attitude Toward Direct-to-Consumer Advertising and Drug Inquiry Intention: The Moderating Role of Perceived Knowledge.
J Health Commun 2007 Sep; 12:(6):567-80
http://www.informaworld.com/smpp/content?content=10.1080/10810730701508633

Abstract:

This study examined how consumers’ general attitude toward direct-to-consumer advertising (DTCA) influenced their drug inquiry intent, and whether the relationship between attitude toward DTCA and drug inquiry intent was moderated by their perceived knowledge of health and medicine. Results showed that those with favorable views of DTCA were more likely to inquire and request an advertised drug they saw. The effect was greater in magnitude for consumers with high perceived knowledge in health and medicine, however, than for those with low perceived knowledge.

Keywords:
PMID: 17763053 [PubMed - in process]