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Consumer attitudes toward pharmaceutical direct‐to‐consumer advertising An empirical study and the role of income

Consumer attitudes toward pharmaceutical direct‐to‐consumer advertising An empirical study and... Purpose – The purpose of this paper is to examine consumer attitudes toward direct‐to‐consumer (DTC) advertising and whether consumer attitudes regarding these types of advertisements differ based on income. Design/methodology/approach – A sample of 168 consumers completed the survey on‐site at a pharmacy while waiting for their prescription(s) to be filled. Findings – The findings indicated that low‐income consumers were more likely than higher income customers to: report being persuaded by DTC advertising to ask for an advertised drug; go to the doctor based on symptoms described in DTC advertising; and to prefer branded medication over generic alternatives. Practical implications – The results provide useful information to policy makers and drug companies. The finding that these advertisements appear to impact lower income consumers to a greater extent than their higher‐income counterparts has both positive and negative implications. On the positive side, these ads appear to influence unhealthy, low‐income consumers to seek medical treatment. The negative implication concerns the effectiveness of DTC advertising in persuading low‐income consumer to prefer more expensive, branded drugs over generic alternatives. Originality/value – Limited research has been done on the relationship between consumer perceptions of DTC advertising and differences in consumer groups based on income. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Pharmaceutical and Healthcare Marketing Emerald Publishing

Consumer attitudes toward pharmaceutical direct‐to‐consumer advertising An empirical study and the role of income

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References (37)

Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1750-6123
DOI
10.1108/17506120810887916
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to examine consumer attitudes toward direct‐to‐consumer (DTC) advertising and whether consumer attitudes regarding these types of advertisements differ based on income. Design/methodology/approach – A sample of 168 consumers completed the survey on‐site at a pharmacy while waiting for their prescription(s) to be filled. Findings – The findings indicated that low‐income consumers were more likely than higher income customers to: report being persuaded by DTC advertising to ask for an advertised drug; go to the doctor based on symptoms described in DTC advertising; and to prefer branded medication over generic alternatives. Practical implications – The results provide useful information to policy makers and drug companies. The finding that these advertisements appear to impact lower income consumers to a greater extent than their higher‐income counterparts has both positive and negative implications. On the positive side, these ads appear to influence unhealthy, low‐income consumers to seek medical treatment. The negative implication concerns the effectiveness of DTC advertising in persuading low‐income consumer to prefer more expensive, branded drugs over generic alternatives. Originality/value – Limited research has been done on the relationship between consumer perceptions of DTC advertising and differences in consumer groups based on income.

Journal

International Journal of Pharmaceutical and Healthcare Marketing – Emerald Publishing

Published: Jun 27, 2008

Keywords: Pharmaceutical products; Advertising effectiveness; Consumer behaviour; Demographics

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