RT Journal Article
SR Electronic
T1 Direct-to-Consumer Pharmaceutical Advertising: Building and Testing a Model for Advertising Effectiveness
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 270
OP 282
DO 10.2501/S0021849907070304
VO 47
IS 3
A1 Rick T. Wilson
A1 Brian D. Till
YR 2007
UL http://www.journalofadvertisingresearch.com/content/47/3/270.abstract
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.