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| Author: | Huh, J. Becker, L.B. |
| Title: | Direct-to-consumer prescription drug advertising: understanding its consequences |
| Journal: | International Journal of Advertising
2005 : VOL. 24:4, p. 441-466 |
| Index terms: | advertising consumer behaviour PHARMACEUTICAL INDUSTRY |
| Language: | eng |
| Abstract: | This paper discusses direct-to-consumer (DTC) prescription drug advertising and the process how DTC advertising affects consumer behaviours, and how various consumer demographic and predispositional variables moderate the procedure. Three types of consumer behaviours were examined, and it was shown that exposure to DTC drug advertising was strongly related to "drug information seeking", "thinking about communication with doctors", and "actual communication with doctors". |
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