Title
Asking a doctor versus referring to the Internet: A comparison study on consumers’ reactions to DTC (direct-to-consumer) prescription drug advertising
Document Type
Article
Publication Date
12-14-2018
Abstract
This study examines how consumers who responded to direct-to-consumer (DTC) prescription drug advertising by either talking with their doctors or seeking the Internet differ from those who did not respond to DTC advertising in a number of meaningful ways. This exploratory study provides an initial look at factors that are influential in discriminating information responders from nonresponders to DTC Rx ads. Consumers more attentive to and having more positive attitudes towards Rx ads and consumers having lower trust in their doctors and perceiving higher empowerment by Rx ads are more likely to respond for additional information after seeing Rx ads.
Language
English
Recommended Citation
Jiang, Pingjun, "Asking a doctor versus referring to the Internet: A comparison study on consumers’ reactions to DTC (direct-to-consumer) prescription drug advertising" (2018). Department of Marketing Faculty Work. 26.
https://digitalcommons.lasalle.edu/marketing_faculty/26
DOI
https://doi.org/10.1080/07359683.2018.1514735
Comments
This article is the authors' final published version in Health Marketing Quarterly, Volume 35, Issue 3, December 2018, Pages 209-226.
The published version is available at https://doi.org/10.1080/07359683.2018.1514735. Copyright © Informa UK Limited