Healthy Skepticism Library item: 13310

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

Vatjanapukka V, Waryszak R.
Relationship between consumer knowledge, prescription drug advertising exposure and attitudes towards direct-to-consumer prescription drug advertising
International Journal of Medical Marketing 2004 Sep; 4:(4):350-360
http://www.ingentaconnect.com/content/pal/jmm/2004/00000004/00000004/art00010

Abstract:

This paper examines the relationships between consumer knowledge about prescription drug advertising and its regulation and consumer previous exposure to prescription drug advertising and consumer attitudes towards Direct-To-Consumer Prescription Drug Advertising (DTCA) in Australia. The authors collected usable data from 863 consumers from 25 healthcare businesses. The findings illustrate that there is a negative relationship between consumer knowledge and the level of consumer support for DTCA and that previous consumer exposure to prescription drug advertising plays a central role in consumer support for DTCA.

Keywords:
advertising exposure; consumer attitudes; consumer knowledge; drug promotion; DTCA; pharmaceutical marketing, prescription drug advert