The effects of information sources on consumeir reactions to direct-to-consumer (DTC) prescription drug advertising - A consumer socialization approach
- Title
- The effects of information sources on consumeir reactions to direct-to-consumer (DTC) prescription drug advertising - A consumer socialization approach
- Author
- 이병관
- Keywords
- PUBLIC-POLICY IMPLICATIONS; COMMUNICATION; ADOLESCENTS; ATTITUDE; ADVERTISEMENTS; TELEVISION; MEDIATOR; BEHAVIOR; CHILDREN; IMPACT
- Issue Date
- 2007-00
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Citation
- JOURNAL OF ADVERTISING, v. 36, NO. 1, Page. 107-119
- Abstract
- This study examines the process by which, and the extent to which, consumers' reliance on mass media and interpersonal channels for health information is associated with consumer responses to direct-to-consumer (DTC) advertising. By analyzing nationally representative survey data collected among a U.S. adult population, this study finds that those who rely more on mass media and interpersonal channels for health information form more positive attitudes toward DTC advertising. In addition, reliance on interpersonal channels for health information leads consumers to have more active discussions with their health professionals about the drug advertised. Implications for pharmaceutical marketing practitioners and DTC advertising researchers are discussed with reference to the heated debate surrounding DTC advertising in the wake of the recent Vioxx recall incident.
- URI
- https://www.tandfonline.com/doi/abs/10.2753/JOA0091-3367360108https://repository.hanyang.ac.kr/handle/20.500.11754/186201
- ISSN
- 0091-3367;1557-7805
- DOI
- 10.2753/JOA0091-3367360108
- Appears in Collections:
- COLLEGE OF COMMUNICATION[E](언론정보대학) > ADVERTISING & PUBLIC RELATIONS(광고홍보학과) > Articles
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