Consumers Perception

In: Business and Management

Submitted By Sahil2711
Words 3926
Pages 16
How Consumers’ Attitudes Toward Direct-to-Consumer Advertising of Prescription Drugs Influence Ad Effectiveness, and Consumer and Physician Behavior
MICHAL HERZENSTEIN herzensteinm1@simon.rochester.edu SANJOG MISRA misra@simon.rochester.edu STEVEN S. POSAVAC posavac@simon.rochester.edu Simon School of Business Administration, University of Rochester, Rochester, NY 14627

Abstract
Data from 1081 adults surveyed by the FDA were analyzed to explore consumers’ attitudes toward direct-toconsumer advertising (DTCA) of prescription drugs, and the relation between these attitudes and health related consumption behaviors. We report the favorableness of consumers’ reactions to DTCA, and more importantly, demonstrate that consumers’ attitudes toward DTCA are related to whether they search for more information about a drug that is advertised, and ask their physician about the drug. Finally, we document how consumers’ attitudes towards DTCA relate to the prescription writing behavior of their physicians. Mediation analyses that more fully explicate these findings are discussed. Keywords: direct-to-consumer advertising, consumer behavior

UK-based Boots Pharmaceuticals aired the first Direct-To-Consumer (DTC) television advertisement of a prescription drug in 1983. The Food and Drug Administration (FDA) subsequently ruled that the ad violated regulations that detailed information about side effects should appear in the ad in a readily understandable format, and consequently required Boots to supply information on contraindications and effectiveness, and to drop a misleading comparison. After ruling on Boots’ ad, the FDA also requested a two-year moratorium on consumer drug advertising (PharmaVoice, June 2003). In 1997 the FDA reinterpreted its regulations such that major statements in advertisements could be much simpler than previously required. Furthermore, a concise summary…...

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