Limbu Yam, Torres Ivonne M
Department of Marketing, Montclair State University, USA.
J Health Hum Serv Adm. 2009 Summer;32(1):107-38.
This article examines consumers' attitudes toward Direct-to-Consumer (DTC) advertising of prescription drugs that are influenced by the use different types of DTC ads and product involvement. Our findings suggest that product involvement and the type of DTC ad are significant predictors of consumers' attitudinal responses toward DTC advertising. High involvement consumers have more favorable attitudes toward the drug's price, DTC ad and brand name, and a higher intention to ask a doctor about the advertised drug than low involvement consumers. In contrast to Informational and Reminder DTC ads, Persuasive ads have more favorable effects on consumers' reactions to DTC prescription drug advertising.
本文考察了消费者对直接面向消费者（DTC）的处方药广告的态度，这些态度受到不同类型的DTC广告以及产品涉入度的影响。我们的研究结果表明，产品涉入度和DTC广告的类型是消费者对DTC广告态度反应的重要预测因素。与低涉入度消费者相比，高涉入度消费者对药品价格、DTC广告和品牌名称持更积极的态度，并且向医生询问广告药品的意愿更高。与信息性和提醒性DTC广告相比，说服性广告对消费者对DTC处方药广告的反应有更积极的影响。
