TY - JOUR T1 - Direct-to-Consumer Pharmaceutical Advertising: Building and Testing a Model for Advertising Effectiveness JF - Journal of Advertising Research JO - J Advert Res SP - 270 LP - 282 DO - 10.2501/S0021849907070304 VL - 47 IS - 3 AU - Rick T. Wilson AU - Brian D. Till Y1 - 2007/09/01 UR - http://www.journalofadvertisingresearch.com/content/47/3/270.abstract N2 - Using a large-scale database, we present, test, and refine a model for direct-to-consumer (DTC) advertising effectiveness via structural equation modeling. Results suggest that consumers who are greatly involved in their healthcare and possess positive attitudes toward DTC advertising appear to be more likely to contact a doctor about the prescription drug after viewing a DTC advertisement. While individuals that are poor in health and/or hold more favorable attitudes toward the healthcare system do appear to respond to DTC advertising, the effect is quite small. The results of this study provide a comprehensive overview of DTC advertising's effect on behavior. ER -