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Healthy Skepticism Library item: 17594

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

Kim K, Seong Park J
Message framing and the effectiveness of DTC advertising: The moderating role of subjective product knowledge
Journal of Medical Marketing 2010 Mar 26; 10:(2):165–176
http://www.palgrave-journals.com/jmm/journal/v10/n2/abs/jmm20104a.html


Abstract:

While consumer judgments and decisions regarding the use of prescription medicine emerge through multiple layers of influence, the current study focused on the effects of specific persuasive appeals strategically placed in direct-to-consumer (DTC) advertising. This study revealed a loss-framed DTC advertisement, with focus on the costs of not taking a prescription drug, had more impact on college students’ attitudes toward an emergency contraception medicine and intentions to seek further information about it, consult a health professional to discuss it, and intentions to use it. For the category of allergy medicine, gain- and loss-framed DTC ads were equivalent in their effectiveness. The study also revealed the interactive effects of message framing and drug category on drug use intentions were mediated by attitudes, information search intentions, and consultation intentions. We concluded by discussing the findings’ implications for the practice of DTC advertising.

Keywords:
direct-to-consumer prescription drug advertising; framing; prospect theory; health cognition and behavior

 

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Far too large a section of the treatment of disease is to-day controlled by the big manufacturing pharmacists, who have enslaved us in a plausible pseudo-science...
The blind faith which some men have in medicines illustrates too often the greatest of all human capacities - the capacity for self deception...
Some one will say, Is this all your science has to tell us? Is this the outcome of decades of good clinical work, of patient study of the disease, of anxious trial in such good faith of so many drugs? Give us back the childlike trust of the fathers in antimony and in the lancet rather than this cold nihilism. Not at all! Let us accept the truth, however unpleasant it may be, and with the death rate staring us in the face, let us not be deceived with vain fancies...
we need a stern, iconoclastic spirit which leads, not to nihilism, but to an active skepticism - not the passive skepticism, born of despair, but the active skepticism born of a knowledge that recognizes its limitations and knows full well that only in this attitude of mind can true progress be made.
- William Osler 1909