Factors influencing consumers' attitudinal and behavioral responses to direct-to-consumer and over-the-counter drug advertising.
Using a model developed from the research literature, the authors compared consumers' attitudinal and behavioral responses to direct-to-consumer prescription drug advertising (DCTA) and over-the-counter nonprescription drug advertising (OTCA) of drugs. Adults 18 years of age and older who had taken any prescription drugs in the past 6 months completed online survey questionnaires. Variables measured included demographics (age, gender, race, education, and income), health-related characteristics (health status, prescription and over-the-counter drug use, health consciousness, and involvement with prescription or over-the-counter drugs), perceived amount of attention and exposure to DTCA and OTCA, attitudinal outcomes (skepticism toward DTCA/OTCA and attitude toward DTCA/OTCA), and behavioral outcomes triggered by DTCA and OTCA. The findings indicate that exposure to drug advertising is one of the most significant predictors of attitudinal and behavioral outcomes. Some audience factors such as health status, involvement with drugs, health consciousness, drug use, income, and age also were differentially associated with consumer responses to drug advertising.
a Department of Advertising, School of Communication , Kookmin University , Seoul , South Korea.
Mina
M
Lee
Karen
K
Whitehill King
Leonard N
LN
Reid
D000328:Adult; D000329:Advertising / Q000379:methods* / Q000706:statistics & numerical data; D000367:Age Factors; D001294:Attitude to Health; D003258:Consumer Behavior; D005260:Female; D006304:Health Status; D006801:Humans; D007182:Income / Q000706:statistics & numerical data; D008297:Male; D008875:Middle Aged; D008960:Models, Psychological; D004366:Nonprescription Drugs / Q000627:therapeutic use; D055553:Prescription Drugs / Q000627:therapeutic use; D011795:Surveys and Questionnaires
D004366:Nonprescription Drugs; D055553:Prescription Drugs