title: Direct-to-consumer (DTC) antidepressant advertising and consumer misperceptions about the chemical imbalance theory of depression: the moderating role of skepticism.
abstract: Based on a survey with members of an online consumer panel (N= 699), this study revealed that: (a) a substantial percentage of consumers held misperceptions about the chemical imbalance theory of depression; (b) personal and interpersonal experiences with depression positively related to such misperceptions; (c) overall, exposure to direct-to-consumer (DTC) antidepressant advertising did not significantly relate to misperceptions; and (d) DTC exposure magnified misperceptions when consumers were highly trustful of DTC advertising, whereas exposure diluted misperceptions when consumers were highly skeptical. Theoretical and practical implications of the research are discussed, especially in light of the social responsibility of DTC advertising.
authors.affiliation: a School of Advertising and Public Relations, University of Tennessee-Knoxville , Knoxville , Tennessee.
authors.forename: Jin Seong
authors.initials: JS
authors.lastname: Park
authors.forename: Ho-Young Anthony
authors.initials: HY
authors.lastname: Ahn
mesh_terms: D000329:Advertising / Q000379:methods*; D000928:Antidepressive Agents / Q000494:pharmacology / Q000627:therapeutic use; D001923:Brain Chemistry / Q000187:drug effects; D003863:Depression / Q000188:drug therapy / Q000209:etiology*; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male
chemical_list: D000928:Antidepressive Agents