Seniors' uncertainty management of direct-to-consumer prescription drug advertising usefulness

Denise E. DeLorme, Jisu Huh

Research output: Contribution to journalArticle

14 Citations (Scopus)

Abstract

This study provides insight into seniors' perceptions of and responses to direct-to-consumer prescription drug advertising (DTCA) usefulness, examines support for DTCA regulation as a type of uncertainty management, and extends and gives empirical voice to previous survey results through methodological triangulation. In-depth interview findings revealed that, for most informants, DTCA usefulness was uncertain and this uncertainty stemmed from 4 sources. The majority had negative responses to DTCA uncertainty and relied on 2 uncertaintymanagement strategies: information seeking from physicians, and inferences of and support for some government regulation of DTCA. Overall, the findings demonstrate the viability of uncertainty management theory (Brashers, 2001, 2007) for mass-mediated health communication, specifically DTCA. The article concludes with practical implications and research recommendations.

Original languageEnglish (US)
Pages (from-to)494-503
Number of pages10
JournalHealth communication
Volume24
Issue number6
DOIs
StatePublished - Sep 1 2009

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Prescription Drugs
Uncertainty
Marketing
medication
uncertainty
drug
management
Government Regulation
Health Communication
regulation
Drug and Narcotic Control
triangulation
Triangulation
physician
Health
Interviews
Physicians
communication
Communication
interview

Cite this

Seniors' uncertainty management of direct-to-consumer prescription drug advertising usefulness. / DeLorme, Denise E.; Huh, Jisu.

In: Health communication, Vol. 24, No. 6, 01.09.2009, p. 494-503.

Research output: Contribution to journalArticle

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