Drug Advertising and Health Habit

Toshiaki Iizuka and Ginger Zhe Jin

No 11770, NBER Working Papers from National Bureau of Economic Research, Inc

Abstract: We examine the effect of direct-to-consumer advertising (DTCA) of drug treatment on an important health habit, physical exercise. By learning the existence of a new drug treatment via DTCA, rational consumers may become careless about maintaining healthy lifestyles. Using the National Health Insurance Survey (NHIS) and MSA-level DTCA data, we find that the DTCA related to four chronic conditions -- diabetes, high cholesterol, over weight, and hypertension -- reduce the likelihood of engaging in moderate exercise. This suggests the possibility that DTCA does not only affect pharmaceutical demand in the short-run, but also have long-run impacts on people's health by affecting their daily routines.

JEL-codes: D83 I12 I18 (search for similar items in EconPapers)
Date: 2005-11
New Economics Papers: this item is included in nep-edu, nep-hea and nep-mkt
Note: EH IO
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Citations: View citations in EconPapers (8)

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