Social and Behavioral Sciences Commons^™

The Effect Of Inconsistency Appeals On The Influence Of Direct-To-Consumer Prescription Drug Advertisements: An Application Of Goal Disruption Theory, Benjamin D. Rosenberg, Jason T. Siegel

Benjamin Rosenberg

Scholars across multiple domains have identified the presence of inconsistency-arousing information in direct-to-consumer (DTC) prescription drug advertisements, and have suggested that these appeals, which highlight differences between people’s actual and desired lives, may create psychological disequilibrium. However, experimental assessment of the distinct influence of inconsistency-arousing information in this domain is rare. Guided by goal disruption theory (GDT)—a framework that outlines people’s reactions to goal expectation violations—we created DTC advertisements designed to make people’s life inconsistencies salient. The influence of these ads on people’s perceptions of, and intentions to use, prescription drugs was then assessed. Results from an SEM analysis support …