TITLE

Direct-to-Consumer Ads Can Influence Behavior

AUTHOR(S)
Peyrot, Mark; Alperstein, Neil M.; Van Doren, Doris; Poli, Laurence G.
PUB. DATE
June 1998
SOURCE
Marketing Health Services;Summer98, Vol. 18 Issue 2, p26
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The article presents research focusing on direct-to-consumer advertising of prescription drugs. The results of a study are given outlining several consumer attitudes and resultant behaviors in response to pharmaceutical advertisements, highlighting their impact on drug knowledge and prescription requesting. Several consumer trends are discussed and the underlying attitudes associated with the behaviors are outlined, such as preference for generic drugs, cost perceptions, media exposure, and physicians' roles.
ACCESSION #
767867

 

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