search query: @indexterm COMPARATIVE RESEARCH / total: 215
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| Author: | Hausman, A. |
| Title: | Direct-to-consumer advertising and its effect on prescription requests |
| Journal: | Journal of Advertising Research
2008 : MAR, VOL. 48:1, p. 42-56 |
| Index terms: | advertising consumer behaviour pharmaceutical industry medical care comparative research |
| Language: | eng |
| Abstract: | This article provides a perspective for attitudes toward prescription drugs advertising. Two advertisement models were tested in an empirical trial: the classic attitude-toward-the-advertisement model and new model, which pays attention to factors occurring particularly in health care context. The conclusions of the paper reveal that the modified version of the model succeeded in the comparison. Some demographic variables, such as ethnicity and age, impacted on intention to give preference to an advertised prescription drug. |
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