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Pruitt, Stephen W.; Hoffer, George E.
2004 Journal of Public Policy & Marketing
doi: 10.1509/jppm.23.2.102.51402
Broadcasts of Insurance Institute for Highway Safety high-speed automotive crash tests on NBC's Dateline do not affect either market shares or stock prices. However, injury claims within a market class are highly correlated with crash test ratings. Inattention to the tests may be a consequence of the manner in which the crash tests have been presented and because the crashworthiness of the U.S. vehicle fleet is positively correlated with consumer estimates of expected vehicle safety.
Donohue, Julie M.; Berndt, Ernst R.
2004 Journal of Public Policy & Marketing
doi: 10.1509/jppm.23.2.115.51395
Although direct-to-consumer advertising (DTCA) has generated substantial controversy, little is known about its effects on consumer and physician behavior. In this article, the authors examine the impact of DTCA and physician detailing on the choice of antidepressant medication. The authors find that detailing has a much greater effect on medication choice in the antidepressant market than does DTCA.
Kennedy, Charles R.; Harris, Frederick H.deB.; Lord, Michael
2004 Journal of Public Policy & Marketing
doi: 10.1509/jppm.23.2.128.51404
The pharmaceutical industry's traditional business model is under severe strain as a result of differential pricing and global threats to intellectual property protection. An integrative marketing program of public relations and public policy initiatives, in conjunction with key stakeholders, could motivate the creation of necessary incentives for the discovery of crucial new AIDS drugs and their delivery to global markets.
2004 Journal of Public Policy & Marketing
doi: 10.1509/jppm.23.2.140.51398
The worldwide HIV/AIDS epidemic has generated intense criticism of pharmaceutical drug prices, a natural consequence of the industry's unique cost structure. Many people have proposed that the industry adopt what might be called a stakeholder model in place of the traditional profit-driven model. However, the rapid drop in HIV drug prices, combined with generic entry and de facto abandonment of patent rights, has revealed the extremely limited role of drug prices and access in the face of fundamental problems in infrastructure, prevention, and other essential elements in battling HIV/AIDS. Adoption of a stakeholder approach is likely to undermine essential research and development while doing little to curtail the HIV/AIDS epidemic.
Seiders, Kathleen; Petty, Ross D.
2004 Journal of Public Policy & Marketing
doi: 10.1509/jppm.23.2.153.51406
The Centers for Disease Control has declared obesity a public health epidemic: More than 30% of U.S. adults are obese, and obesity now equals smoking as the leading preventable cause of disease and death. The authors explore policy issues associated with the accelerated growth of obesity in the U.S. population, particularly policy related to the debated influence of food marketing practices on obesity. The authors discuss possible market failures that influence consumer food choices and address the role of existing informational and regulatory policies in moderating the alleged threat of food marketing practices to public health. They consider various types of policy remedies that have been proposed as ways to reduce societal obesity costs, and they offer an agenda for further research to address knowledge gaps that represent barriers to effective public policy decisions.
Hoy, Mariea Grubbs; Andrews, J. Craig
2004 Journal of Public Policy & Marketing
doi: 10.1509/jppm.23.2.170.51397
In 1990, one-fourth of all national television commercials contained disclosures, yet none of the disclosures adhered to all of the Federal Trade Commission's “clear and conspicuous” standard (CCS). As a result of marketplace changes and a 2001 Federal Trade Commission and National Advertising Division joint workshop, the authors anticipate an increase in the number of disclosures and greater adherence to the CCS. The authors find a significant increase in disclosure incidence; however, adherence declines or remains unchanged for most individual guidelines. Finally, the authors provide public policy implications and offer suggestions to increase adherence to the CCS.
Stewart, David W.; Martin, Ingrid M.
2004 Journal of Public Policy & Marketing
doi: 10.1509/jppm.23.2.183.51405
Although the frequency of disclosure usage has increased in recent years, adherence to individual disclosure regulations, such as those mandated under the “clear and conspicuous” standard guidelines, has declined or remained unchanged in the context of television advertising. Investigation of the cause of declining or static adherence levels would be useful to regulators and industry professionals to consider for advertising disclosures when designing and evaluating guidelines. This article offers a discussion of issues related to implementation of information disclosures on products and in marketing communications. The authors suggest that there are circumstances in which there is a need for alternatives to natural market mechanisms and message-focused regulation to ensure that consumers are well-informed. They also recommend that guidelines for disclosure focus on critical responses of consumers and media and message characteristics.
Argo, Jennifer J.; Main, Kelley J.
2004 Journal of Public Policy & Marketing
doi: 10.1509/jppm.23.2.193.51400
The authors use a series of meta-analyses to demonstrate the impact of warning labels across five dimensions of effectiveness: attention, reading and comprehension, recall, judgments, and behavioral compliance. Subsequent moderator analyses indicate that attention is moderated by vividness-enhancing characteristics, warning location, and familiarity but not by product type. None of the moderating variables affect either reading and comprehension or recall. Product type moderates judgments, and familiarity and cost of compliance moderate behavioral compliance. The authors discuss public policy implications and avenues for further research.
Watson, Stevie; Liddell, Pearson; Moore, Robert S.; Eshee, William D.
2004 Journal of Public Policy & Marketing
doi: 10.1509/jppm.23.2.209.51401
The complexities of Internet gambling limit congressional efforts to regulate its growth. Therefore, legislative attempts to prohibit Internet gaming may undermine the protection mechanisms that were designed to help people who are susceptible to the social and economic problems linked to gambling. The authors suggest that congressional efforts to prohibit Internet gambling should be reassessed, and they recommend the legalization and regulation of Internet gambling through existing land-based casinos. Finally, the authors present the regulatory guidelines and cooperative policy initiatives that are necessary for such a proposition.
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