title: Advertisements impact the physiological efficacy of a branded drug.
abstract: We conducted randomized clinical trials to examine the impact of direct-to-consumer advertisements on the efficacy of a branded drug. We compared the objectively measured, physiological effect of Claritin (Merck & Co.), a leading antihistamine medication, across subjects randomized to watch a movie spliced with advertisements for Claritin or advertisements for Zyrtec (McNeil), a competitor antihistamine. Among subjects who test negative for common allergies, exposure to Claritin advertisements rather than Zyrtec advertisements increases the efficacy of Claritin. We conclude that branded drugs can interact with exposure to television advertisements.
authors.affiliation: Booth School of Business, University of Chicago, Chicago, IL 60637, USA. emir@uchicago.edu
authors.forename: Emir
authors.initials: E
authors.lastname: Kamenica
authors.forename: Robert
authors.initials: R
authors.lastname: Naclerio
authors.forename: Anup
authors.initials: A
authors.lastname: Malani
mesh_terms: D000328:Adult; D000329:Advertising / Q000379:methods*; D017332:Cetirizine / Q000627:therapeutic use*; D005260:Female; D005500:Follow-Up Studies; D039563:Histamine H1 Antagonists, Non-Sedating / Q000627:therapeutic use; D006801:Humans; D006967:Hypersensitivity / Q000188:drug therapy* / Q000523:psychology; D017336:Loratadine / Q000627:therapeutic use*; D008297:Male; D013690:Television; D013997:Time Factors; D016896:Treatment Outcome
chemical_list: D039563:Histamine H1 Antagonists, Non-Sedating; D017336:Loratadine; D017332:Cetirizine
keywords: advertising; placebo effect