Consumers responses to coupons in direct-to-consumer advertising of prescription drugs.
A study was conducted to understand the influence of coupons and consumers' level of involvement in direct-to-consumer advertising. Consumers exposed to prescription drug advertising with a coupon had significantly more favorable ad and brand-related attitudes, and intention to inquire about the drug to their doctor. However, there was no significant difference in perceived product risk between consumers exposed to the ad with a coupon and consumers exposed to the ad without a coupon. Highly involved consumers had significantly more favorable ad, brand, and coupon-related attitudes, drug inquiry intention, and perceptions about the risks associated with the drug.
Bhutada
Nilesh S
NS
California Northstate College of Pharmacy, Rancho Cordova, California, USA.
Cook
Christopher L
CL
Perri
Matthew
M
D000328:Adult; D000329:Advertising / Q000191:economics / Q000379:methods; D000368:Aged; D001294:Attitude to Health; D003256:Community Participation; D003365:Costs and Cost Analysis; D004522:Educational Status; D005260:Female; D006801:Humans; D008297:Male; D008875:Middle Aged; D055553:Prescription Drugs / Q000191:economics
D055553:Prescription Drugs