Consumer Response to Print Prescription Drug Advertising

Abhilasha Mehta and Scott C. Purvis

Journal of Advertising Research, 2003, vol. 43, issue 2, 194-206

Abstract: Direct-to-consumer (DTC) prescription drug advertising has grown significantly over the last few years and extended into a variety of health conditions, even as the controversy around it continues. How do consumers feel about this advertising, who reads it, and what are the likely behavioral responses? This article attempts to answer these questions. Based on a sample of 1,475 women who are regular readers of magazines, consumer attitudes and response to print DTC advertising is explored. Results show that women generally value DTC advertising, and readership levels are substantial especially if the advertisement is about a symptom that the respondent has or may have. DTC advertisements also seem to encourage respondents to ask their doctors about what they saw advertised, and some respondents are likely to insist on prescriptions as well. Age and usership of prescription drugs significantly enhance the interest and response to this category of advertising.

Date: 2003
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://www.cambridge.org/core/product/identifier/ ... type/journal_article link to article abstract page (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:cup:jadres:v:43:y:2003:i:02:p:194-206_03

Access Statistics for this article

More articles in Journal of Advertising Research from Cambridge University Press Cambridge University Press, UPH, Shaftesbury Road, Cambridge CB2 8BS UK.
Bibliographic data for series maintained by Kirk Stebbing ().