title: But it's doctor recommended and I read the fine print: antecedents to drug companies' perceived credibility.
abstract: Using 2009 National Consumer Survey data from Experian Simmons, the authors found that dependence on doctor recommendations to assess the integrity of advertised drugs and the extent of reading small print in direct-to-consumer prescription drug advertising positively related to consumers' perceived credibility of health information from pharmaceutical companies, which in turn positively influenced willingness to ask their doctor for a specific medicine they saw or heard advertised. The potential effect of small print reading on willingness to request prescription was partially mediated by perceived credibility of information from drug companies. The findings are discussed in light of their practical implications.
authors: School of Advertising and Public Relations, University of Tennessee, Knoxville, TN 37996, USA. jpark53@utk.edu
authors: Jin Seong
authors: JS
authors: Park
authors: Mariea Grubbs
authors: MG
authors: Hoy
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising / Q000379:methods* / Q000592:standards / Q000639:trends; D000368:Aged; D001291:Attitude of Health Personnel; D001294:Attitude to Health; D003625:Data Collection; D004345:Drug Industry / Q000191:economics / Q000379:methods* / Q000592:standards; D005260:Female; D006801:Humans; D008297:Male; D008875:Middle Aged; D010465:Perception; D010818:Practice Patterns, Physicians' / Q000706:statistics & numerical data*; D055553:Prescription Drugs / Q000009:adverse effects / Q000191:economics* / Q000627:therapeutic use; D018570:Risk Assessment; D035502:Trust; D014342:Truth Disclosure; D014481:United States; D055815:Young Adult
chemical_list: D055553:Prescription Drugs