Attitude toward direct-to-consumer advertising and drug inquiry intention: the moderating role of perceived knowledge.
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.
An
Soontae
S
A.Q. Miller School of Journalism and Mass Communications, Kansas State University, Manhattan, Kansas 66506, USA. Soontae@ksu.edu
D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000379:methods; D000368:Aged; D003430:Cross-Sectional Studies; D004345:Drug Industry; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D033181:Information Dissemination / Q000379:methods; D007407:Interviews as Topic; D008297:Male; D008875:Middle Aged; D017060:Patient Satisfaction; D010565:Persuasive Communication; D011639:Public Opinion; D012044:Regression Analysis; D014481:United States