The effects of involvement and ad type on attitudes toward Direct-to-Consumer advertising of prescription drugs

Yam Limbu, Ivonne M. Torres

Research output: Contribution to journalArticle

12 Scopus citations

Abstract

This article examines consumers' attitudes toward Direct-to-Consumer (DTC) advertising of prescription drugs that are influenced by the use different types of DTC ads and product involvement. Our findings suggest that product involvement and the type of DTC ad are significant predictors of consumers' attitudinal responses toward DTC advertising. High involvement consumers have more favorable attitudes toward the drug's price, DTC ad and brand name, and a higher intention to ask a doctor about the advertised drug than low involvement consumers. In contrast to Informational and Reminder DTC ads, Persuasive ads have more favorable effects on consumers' reactions to DTC prescription drug advertising.

Original languageEnglish
Pages (from-to)107-138
Number of pages32
JournalJournal of Health and Human Services Administration
Volume32
Issue number1
Publication statusPublished - 1 Jun 2009

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