African American patients' attitudes toward proactive health behaviors after exposure to direct-to-consumer advertising.
BACKGROUND
Previous research on direct-to-consumer advertising (DTCA) has not focused exclusively on the African American population.


OBJECTIVE
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).


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.
University of Mississippi, Department of Pharmacy Administration, 234 Fraser Hall, The University of Mississippi School of Pharmacy, University, MS 38677, USA. yiyang@olemiss.edu
Yi
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Dick R
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Gourley
Greta A
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Gourley
Richard J
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Faris
Robin J
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Womeodu
Jun
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Carol C
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Likens
D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000379:methods*; D001741:Black or African American / Q000523:psychology*; D000368:Aged; D003256:Community Participation; D004345:Drug Industry / Q000639:trends*; D005260:Female; D015438:Health Behavior / Q000208:ethnology*; D006801:Humans; D008297:Male; D008875:Middle Aged; D010817:Physician-Patient Relations; D011795:Surveys and Questionnaires; D014481:United States; D055815:Young Adult