Rote learning after exposure to a direct-to-consumer television advertisement for a prescription drug

Jon C. Schommer, William R. Doucette, Bella H. Mehta

Research output: Contribution to journalArticlepeer-review

35 Scopus citations

Abstract

The purpose of this exploratory study was to: (1) test the rote learning response; and (2) investigate the effects of selected consumer demographic/psychographic, information-access, and health-related knowledge/experience variables on rote learning after exposure to a televised direct-to-consumer prescription drug advertisement that was developed and broadcast under new US Food and Drug Administration guidelines. A judgment (nonprobability) sample of 202 individuals waiting for their appointments at a university-based general medicine clinic was selected to view a televised advertisement and complete a questionnaire. One participant returned an unusable form; 24 others held positions in health care occupations and were omitted from the analysis. Results based on responses from the 177 eligible participants showed that the presentation of both promotional and risk- related product information in the same broadcast advertisement may lead to viewer problems with rote learning of each type of information.

Original languageEnglish (US)
Pages (from-to)617-632
Number of pages16
JournalClinical Therapeutics
Volume20
Issue number3
DOIs
StatePublished - 1998

Bibliographical note

Funding Information:
Funding for this study was provided by an unrestrictede ducationalg rant from the American Foundation for Pharmaceutical Education, a nonprofit organization.

Keywords

  • Direct-to-consumer advertising
  • Prescription drugs
  • Rote learning response
  • Television advertising

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