How Consumers’ Attitudes toward Direct-to-Consumer Advertising of Prescription Drugs Influence and Effectiveness, and Consumer and Physician Behavior

Marketing Letters, Vol. 15, No. 4, pp. 201-212, 2004

Posted: 17 Aug 2011

See all articles by Michal Herzenstein

Michal Herzenstein

University of Delaware

Sanjog Misra

University of Chicago - Booth School of Business

Steven S. Posavac

Vanderbilt University - Marketing

Date Written: 2004

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

Suggested Citation

Herzenstein, Michal and Misra, Sanjog and Posavac, Steven S., How Consumers’ Attitudes toward Direct-to-Consumer Advertising of Prescription Drugs Influence and Effectiveness, and Consumer and Physician Behavior (2004). Marketing Letters, Vol. 15, No. 4, pp. 201-212, 2004. Available at SSRN: https://ssrn.com/abstract=1911340

Michal Herzenstein

University of Delaware ( email )

Newark, DE 19711
United States

Sanjog Misra

University of Chicago - Booth School of Business ( email )

5807 South Woodlawn Avenue
Chicago, IL 60637
United States

Steven S. Posavac (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States
615-322-0456 (Phone)

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