TY - JOUR
T1 - The information utilitiy of DTC prescription drug advertising
AU - Huh, Jisu
AU - DeLorme, Denise E.
AU - Reid, Leonard N.
PY - 2004
Y1 - 2004
N2 - 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.
AB - 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.
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U2 - 10.1177/107769900408100405
DO - 10.1177/107769900408100405
M3 - Article
AN - SCOPUS:16344376269
SN - 1077-6990
VL - 81
SP - 788
EP - 806
JO - Journalism and Mass Communication Quarterly
JF - Journalism and Mass Communication Quarterly
IS - 4
ER -