The information utilitiy of DTC prescription drug advertising

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

Research output: Contribution to journalArticlepeer-review

44 Scopus citations


This study examined consumer perceptions of the information utility of direct-to-consumer advertising, focusing particularly on how older consumers respond to this unique form of advertising. Consumers are neutral, not positive, about the information utility of DTC ads, but perceptions vary by demographic and predispositional variables. Older consumers are less negative and see more usefulness in DTC advertising than younger consumers, especially in terms of its ability to prepare them to ask intelligent questions of their doctors. Regardless of age, however, perceptions of DTC advertising utility were positively associated with health care decision-making behavior, indicating that DTC advertising has value as an educational tool and plays a beneficial role in motivating preventive health care decisions.

Original languageEnglish (US)
Pages (from-to)788-806
Number of pages19
JournalJournalism and Mass Communication Quarterly
Issue number4
StatePublished - 2004


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