Perceived third-person effects and consumer attitudes on prevetting and banning DTC advertising

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

Research output: Contribution to journalReview articlepeer-review

83 Scopus citations

Abstract

This study examined consumer attitudes toward two potential direct-to-consumer (DTC) advertising regulatory options - prior approval of DTC ads and a total ban-and how those attitudes are influenced by perceived DTC ad effects and receiver-specific characteristics within the context of the third-person effect framework. Results suggest that (1) consumers support the prevetting of DTC ads, but not the banning of DTC ads, (2) their support for prior approval is unaffected by demographic, predispositional, and ad-effect perceptual differences, but (3) their support for a ban is associated with age, attitude toward DTC advertising, and perceptions of negative effects on self and others.

Original languageEnglish (US)
Pages (from-to)90-116
Number of pages27
JournalJournal of Consumer Affairs
Volume40
Issue number1
DOIs
StatePublished - Apr 1 2006

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