Consumers Young and Old: Segmenting the Target Markets for Direct-to-Consumer Prescription Drug Advertising

Jennifer Ball, Danae Manika, Patricia Stout

Research output: Contribution to journalArticle

13 Scopus citations

Abstract

Direct-to-consumer pharmaceutical advertising (DTCA) studies have typically focused on older adults or a general population of adults. However, college students are viable targets for DTCA and are receiving more research attention in this area. In this article, we compare college students with two adult age segments. Our findings indicate all age groups had relatively high awareness of DTCA and similar attitudes and behavioral responses to the ads. However, there were significant differences in media use and health characteristics as well as the factors predicting DTCA ad trust, attitudes, and behavioral intentions. Implications and future research suggestions are discussed.

Original languageEnglish (US)
Pages (from-to)337-353
Number of pages17
JournalHealth Marketing Quarterly
Volume28
Issue number4
DOIs
StatePublished - Oct 1 2011

Keywords

  • attitude
  • behavior intentions
  • college students
  • direct-to-consumer
  • prescription drug advertising
  • trust

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