title: Impact of celebrity pitch in direct-to-consumer advertising of prescription drugs.
abstract: Online surveys were conducted to determine the impact of endorser credibility, endorser effectiveness, and consumers' involvement in direct-to-consumer advertising. In a randomized posttest only study, using the elaboration likelihood model, survey participants (U.S. adults) were either exposed to a fictitious prescription drug ad with a celebrity or a noncelebrity endorser. There was no significant difference in credibility and effectiveness between the celebrity and the noncelebrity endorser. High involvement consumers viewed the ad more favorably and exhibited significantly stronger drug inquiry intentions during their next doctor visit. Further, consumers' involvement did not moderate the effect of celebrity endorser.
authors.affiliation: California Northstate University College of Pharmacy, Rancho Cordova, California, USA.
authors.forename: Nilesh S
authors.initials: NS
authors.lastname: Bhutada
authors.forename: Ajit M
authors.initials: AM
authors.lastname: Menon
authors.forename: Aparna D
authors.initials: AD
authors.lastname: Deshpande
authors.forename: Matthew
authors.initials: M
authors.lastname: Perri
mesh_terms: D000293:Adolescent; D000328:Adult; D000368:Aged; D003258:Consumer Behavior; D004345:Drug Industry / Q000191:economics / Q000379:methods / Q000706:statistics & numerical data*; D005197:Famous Persons; D005260:Female; D006801:Humans; D008297:Male; D040541:Marketing / Q000379:methods / Q000706:statistics & numerical data*; D008875:Middle Aged; D010565:Persuasive Communication; D010818:Practice Patterns, Physicians' / Q000191:economics / Q000706:statistics & numerical data; D055553:Prescription Drugs; D011897:Random Allocation; D014481:United States; D055815:Young Adult
chemical_list: D055553:Prescription Drugs