The Effects of Health Consciousness and Familiarity with DTCA on Perceptions of Dietary Supplements

Marla B. Royne, Alexa K. Fox, George D. Deitz and Tyler Gibson

Journal of Consumer Affairs, 2014, vol. 48, issue 3, 515-534

Abstract: type="main" xml:id="joca12051-abs-0001"> This study examines the effect of consumer health-consciousness on attitude toward dietary supplements as well as consumer perceptions of supplement risks and benefits when compared to their prescription drug counterparts. The authors investigate three conditions (insomnia, depression, and high cholesterol) with both a prescription drug and dietary supplement regimen available. Results indicate that health consciousness is positively related to attitudes toward dietary supplements, which is positively related to perceived supplement benefits, but negatively associated with perceived supplement risks. Mediating effects of attitudes toward dietary supplements are also found. Moreover, familiarity with direct to consumer advertising (DTCA) moderates the relationship between health consciousness and attitude toward dietary supplements. Our findings suggest that knowledge may play a key role in attitude and perception formation and that both benefit and risk information about supplements should be provided to consumers so they can make informed decisions about their health.

Date: 2014
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