Medical doctors and consumers view medical advertising.
This study finds that more and more medical doctors are advertising their services and changing their opinions of that advertising., Overall, consumers still have a more positive attitude toward doctor advertising than do the doctors. Within the medical ranks, specialized dentists reflect a more positive attitude toward the advertising of their services than other practicing doctors.
Burton
G E
GE
School of Business and Administrative Sciences, California State University, Fresno 93740.
D000329:Advertising / Q000706:statistics & numerical data*; D001291:Attitude of Health Personnel; D001294:Attitude to Health; D002140:California; D003258:Consumer Behavior / Q000706:statistics & numerical data*; D003815:Dentists; D008389:Marketing of Health Services / Q000706:statistics & numerical data*; D010820:Physicians; D011795:Surveys and Questionnaires; D014481:United States