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| Author: | Menon, A.M. (et al.) |
| Title: | Consumers' attention to the brief summary in print direct-to-consumer advertisements: perceived usefulness in patient-physician discussions |
| Journal: | Journal of Public Policy and Marketing
2003 : FALL. VOL. 22:2, p. 181-191 |
| Index terms: | Advertising Consumer behaviour Direct selling Medicine Pharmaceutical industry |
| Language: | eng |
| Abstract: | To what extent does direct-to-consumer prescription drug advertising communicate detailed technical information? It is examined in this study whether consumers attend to the brief summary of risk information in product-specific print direct-to-consumer advertisements and whether they find it useful in discussing the risks of taking the drug with their physicians. |
SCIMA