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Full-Text Articles in Social and Behavioral Sciences
Consumers’ Optimistic Bias And Responses To Risk Disclosures In Direct-To-Consumer (Dtc) Prescription Drug Advertising: The Moderating Role Of Subjective Health Literacy, Hoyoung Ahn
Doctoral Dissertations
Despite a substantial body of research in direct-to-consumer advertising (DTCA) for prescription drugs, what is missing from much of the existing discussion on DTCA disclosure is a focus on the roles of consumers’ individual motivation and ability factors in processing risk disclosures. Guided by the Elaboration Likelihood Model (ELM) and the Motivation-Ability- Opportunity (MAO) framework, this research focuses on the roles played by individuals’ optimistic bias as motivation and ones’ subjective health literacy as ability to process and evaluate risk disclosures in DTCA. Specifically, this study examined whether the degree of optimistic bias affected consumers’ risk disclosure processing in terms …
Effects Of Image Congruency On Persuasiveness And Recall In Direct-To-Consumer Prescription Drug Advertising, Kristen M. Kiernicki
Effects Of Image Congruency On Persuasiveness And Recall In Direct-To-Consumer Prescription Drug Advertising, Kristen M. Kiernicki
Theses and Dissertations--Communication
Although direct-to-consumer (DTC) prescription drug advertising is regulated by the U.S. Food and Drug Administration, content analyses (Baird-Harris, 2009; Frosch, Krueger, Hornik, Cronbolm, & Berg, 2007; Kaphingst, DeJong, Rudd, & Daltroy, 2004; Wilkes, Bell, & Kravitz, 2000) and other studies (Davis, 2000, 2007) have suggested that advertisers may not disclose drug risks to the same extent that they describe drug benefits. This study builds on previous studies by Baird-Harris and Smith and Shaffer (2000) and aims to test the relationship between image congruency in televised DTC advertisements, recall of risks and benefits, and perceived ad persuasiveness. Advertisements for Nexium, Advair, …