Healthy Skepticism Library item: 18242

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

Yang Y, Gourley DR, Gourley GA, Faris RJ, Womeodu RJ, Yang J, Likens CC.
African American patients' attitudes toward proactive health behaviors after exposure to direct-to-consumer advertising.
J Natl Med Assoc 2010 May; 102:(5):408-15
http://www.ncbi.nlm.nih.gov/pubmed/20533776

Abstract:

BACKGROUND: Previous research on direct-to-consumer advertising (DTCA) has not focused exclusively on the African American population. PURPOSES: The purpose of this study was to explore African Americans’ attitudes toward proactive health behaviors following exposure to DTCA of atorvastatin calcium (Lipitor, Pfizer Inc). MATERIALS AND METHODS: One-hundred fifty African American patients participated in the study. Participants’ functional health literacy and health locus of control were assessed. The participants were asked to view a DTCA of Lipitor, followed by face-to-face interviews. RESULTS: After watching the DTCA of Lipitor, 89.4% of participants agreed that they would talk to their physician about their cholesterol, 88.6% agreed that they would ask their physician to test their cholesterol level, and 47.3% agreed that they would ask their physician to write them a prescription for Lipitor. Those who had a history of high cholesterol were more likely to agree to ask their physician to test their cholesterol levels. Low household income, having public health insurance, and prior experience with taking Lipitor were significant positive predictors of patients agreeing to ask their physician to write a prescription of the advertised drug. CONCLUSIONS: African American patients showed favorable attitudes toward proactive health behaviors after exposure to DTCA of Lipitor.