Consumer Believability of Information in Direct-to-Consumer (DTC) Advertising of Prescription Drugs

Author: Beltramini, Richard

Source: Journal of Business Ethics, Volume 63, Number 4, February 2006 , pp. 333-343(11)

Publisher: Springer

Buy & download fulltext article:

Price: $47.00 plus tax (Refund Policy)

Abstract:

Direct to consumer (DTC) advertising has attracted significant research attention, yet none has focused on empirical assessments of its overall impact on U.S. consumers nationally, and tying assessment to relevant behavioral outcomes. This paper addresses the ethical issue of DTC advertising providing a balance of product and risk information that is both understandable and believable, and contributes direction to those exploring this phenomenon.

Keywords: advertising effectiveness; believability; benefit-risk information balance; direct to consumer (DTC); patient-doctor relationship; public policy regulation; prescription drugs

Document Type: Research article

DOI: http://dx.doi.org/10.1007/s10551-005-4711-2

Affiliations: 1: Email: R_BELTRAMINI@WAYNE.EDU

Publication date: 2006-02-01