title: A Model of Consumer Response to Over-the-Counter Drug Advertising: Antecedents and Influencing Factors.
abstract: Given the importance of over-the-counter (OTC) drugs in the health care marketplace and lack of systematic research on OTC drug advertising (OTCA) effects, this study tested a theory-based, product category-specific OTCA effects model. Structural equation modeling analysis of data for 1 OTC drug category, analgesics, supported the proposed model, explaining the OTCA effect process from key consumer antecedents to ad involvement, from ad involvement to ad attention, from ad attention to cognitive responses, then to affective/evaluative responses, leading to the final behavioral outcome. Several noteworthy patterns also emerged: (a) Product involvement was directly linked to ad attention, rather than exerting an indirect influence through ad involvement; (b) ad attention was significantly related to both cognitive and affective/evaluative responses to different degrees, with stronger links to cognitive responses; and
authors: a School of Journalism and Mass Communication , University of Minnesota , Minneapolis , Minnesota , USA.
authors: Jisu
authors: J
authors: Huh
authors: b Nicholson School of Communication , University of Central Florida , Orlando , Florida , USA.
authors: Denise E
authors: DE
authors: Delorme
authors: c Grady College of Journalism and Mass Communication , University of Georgia , Athens , Georgia , USA.|d Robertson School of Media and Culture , Virginia Commonwealth University , Richmond , Virginia , USA.
authors: Leonard N
authors: LN
authors: Reid
mesh_terms: D000293:Adolescent; D000328:Adult; D000329:Advertising; D000339:Affect; D000368:Aged; D000369:Aged, 80 and over; D000700:Analgesics; D001288:Attention; D001294:Attitude to Health; D003071:Cognition; D005260:Female; D006801:Humans; D008297:Male; D008875:Middle Aged; D008960:Models, Psychological; D004366:Nonprescription Drugs; D035502:Trust; D055815:Young Adult
chemical_list: D000700:Analgesics; D004366:Nonprescription Drugs