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The effects of involvement and ad type on attitudes toward Direct-to-Consumer advertising of prescription drugs
Yam Limbu
, Ivonne M. Torres
Marketing
Research output
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Contribution to journal
›
Article
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peer-review
13
Scopus citations
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Keyphrases
Ad Format
100%
Attitudinal Response
25%
Consumer Attitudes
25%
Consumer Response
25%
Direct-to-consumer
100%
Direct-to-consumer Advertising
100%
Drug Costs
25%
Favorable Attitude
25%
High-involvement
25%
Low Involvement
25%
Prescription Drug Advertising
25%
Prescription Drugs
100%
Product Involvement
50%
Significant Predictors
25%
Social Sciences
Brand Name
50%
Consumer Attitude
50%
Consumer Involvement
100%