PT  - JOURNAL ARTICLE
AU  - Rick T. Wilson
AU  - Brian D. Till
TI  - Direct-to-Consumer Pharmaceutical Advertising: Building and Testing a Model for Advertising Effectiveness
AID  - 10.2501/S0021849907070304
DP  - 2007 Sep 01
TA  - Journal of Advertising Research
PG  - 270--282
VI  - 47
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/47/3/270.short
4100  - http://www.journalofadvertisingresearch.com/content/47/3/270.full
SO  - J Advert Res2007 Sep 01; 47
AB  - 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.