Deshpande Aparna, Menon Ajit, Perri Matthew, Zinkhan George
Department of Clinical and Administrative Pharmacy, University of Georgia, Athens, Georgia 30602-6258, USA.
J Health Commun. 2004 Nov-Dec;9(6):499-513. doi: 10.1080/10810730490523197.
The growth in direct-to-consumer advertising(DTCA)over the past two decades has facilitated the communication of prescription drug information directly to consumers. Data from a 1999 national survey are employed to determine the factors influencing consumers' opinions of the utility of DTC ads for health care decision making. We also analyze whether consumers use DTC ad information in health care decision making and who are the key drivers of such information utilization. The study results suggest that consumers have positive opinions of DTCA utility, varying across demographics and perceptions of certain advertisement features. Specifically, consumers value information about both risks and benefits, but the perception of risk information is more important in shaping opinions of ad utility than the perception of benefit information. Consumers still perceive, however that the quality of benefit information in DTC ads is better than that of risk information. Opinions about ad utility significantly influence whether information from DTC ads is used in health care decision making.
在过去二十年中，直接面向消费者的广告（DTCA）的增长促进了处方药信息直接与消费者的沟通。利用1999年全国调查的数据来确定影响消费者对DTCA在医疗保健决策中效用看法的因素。我们还分析了消费者在医疗保健决策中是否使用DTCA广告信息以及此类信息利用的关键驱动因素是谁。研究结果表明，消费者对DTCA的效用持积极看法，因人口统计学特征和对某些广告特征的认知而异。具体而言，消费者重视有关风险和益处的信息，但在形成对广告效用的看法方面，对风险信息的认知比益处信息的认知更重要。然而，消费者仍然认为DTCA广告中益处信息的质量优于风险信息。对广告效用的看法显著影响了是否将DTCA广告中的信息用于医疗保健决策。
