title: Awareness of and attitudes toward direct-to-consumer prescription drug advertising among young adults.
abstract: This study examines awareness and knowledge of and attitudes toward direct-to-consumer (DTC) prescription drug advertising among young adults between 18 and 24 years of age. The study finds that young adults are not as aware of prescription drug advertising as older consumers, however, they are aware of specific heavily advertised drugs, especially those for allergy medications, birth control, and sleep aids. Young adults hold mixed to negative views about advertising in general, and they do not view DTC prescription drug advertising as a beneficial source of information, nor do they believe such advertising serves to educate consumers.
authors.affiliation: a Department of Communication , Loyola University Maryland , Baltimore , Maryland.
authors.forename: Neil M
authors.initials: NM
authors.lastname: Alperstein
mesh_terms: D000293:Adolescent; D000329:Advertising / Q000379:methods*; D001294:Attitude to Health; D004345:Drug Industry; D005260:Female; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D008402:Mass Media; D055553:Prescription Drugs / Q000191:economics; D055815:Young Adult
chemical_list: D055553:Prescription Drugs
keywords: awareness and attitudes; drug advertising; prescription drugs; youth marketing