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| Author: | Diehl, S. Mueller, B. Terlutter, R. |
| Title: | Consumer responses towards non-prescription and prescription drug advertising in the US and Germany |
| Journal: | International Journal of Advertising
2008 : VOL. 27:1 p. 99-131 |
| Index terms: | consumer behaviour advertising medicine pharmaceutical industry |
| Language: | eng |
| Abstract: | This study analyses the general attitude and scepticism towards both non-prescription and prescription medicine advertising, and compares it to attitude and scepticism towards advertising in general, in a multi-cultural setting. The authors conduct a survey in to 788 respondents located in the US and Germany. The findings show that consumers have less favourable feelings towards advertising for pharmaceutical products than towards general advertising; however they tend to be less sceptical of pharmaceutical advertising than general advertising. With non-prescription vs prescription drugs the consumers have less favourable attitudes towards prescription medicine advertising than non-prescription medicine advertisement. However in contrary to general vs pharmaceutical advertising there was no notable difference in scepticism towards non-prescriptive or presciptive medicine advertisement. |
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