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Direct-to-consumer advertising and online search

Matthew Chesnes and Ginger Zhe Jin

Information Economics and Policy, 2019, vol. 46, issue C, 1-22

Abstract: Beginning in 1997, the Food and Drug Administration (FDA) allowed television advertisements to make major statements about a prescription drug, while referring to detailed information on the internet. The hope was that consumers would seek additional information online to understand the risks and benefits of taking the medication. This policy motivates us to analyze direct-to-consumer advertising (DTCA) and search engine click-through data on a set of drugs over the period from 2008 to 2011.

Keywords: Direct-to-consumer advertising; Prescription drugs; Internet search (search for similar items in EconPapers)
JEL-codes: D83 I18 K32 L81 (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1016/j.infoecopol.2018.11.001

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