Age differences in how consumers behave following exposure to DTC advertising

Denise E. DeLorme, Jisu Huh, Leonard N. Reid

Research output: Contribution to journalArticlepeer-review

26 Scopus citations

Abstract

This study was conducted to provide additional evidence on how consumers behave following direct-to-consumer (DTC) advertising exposure and to determine if there are differences in ad-prompted acts (drug inquiry and drug requests) between different age groups (i.e., older, mature, and younger adults). The results suggest that younger, mature, and older consumers are all moved to act by DTC drug ads, but that each age group behaves in different ways. Somewhat surprisingly, age was not predictive of ad-prompted behavior. DTC advertising was no more effective at moving older consumers to behave than their younger counterparts. These results suggest that age does not matter that much when it comes to the "moving power" of prescription drug advertising, even though research indicates that older consumers are more vulnerable to the persuasive effects of communication.

Original languageEnglish (US)
Pages (from-to)255-265
Number of pages11
JournalHealth communication
Volume20
Issue number3
DOIs
StatePublished - Dec 1 2006

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