Bhutada Nilesh S, Cook Christopher L, Perri Matthew
California Northstate College of Pharmacy, Rancho Cordova, California, USA.
Health Mark Q. 2009;26(4):333-46. doi: 10.1080/07359680903315902.
A study was conducted to understand the influence of coupons and consumers' level of involvement in direct-to-consumer advertising. Consumers exposed to prescription drug advertising with a coupon had significantly more favorable ad and brand-related attitudes, and intention to inquire about the drug to their doctor. However, there was no significant difference in perceived product risk between consumers exposed to the ad with a coupon and consumers exposed to the ad without a coupon. Highly involved consumers had significantly more favorable ad, brand, and coupon-related attitudes, drug inquiry intention, and perceptions about the risks associated with the drug.
开展了一项研究，以了解优惠券以及消费者对直接面向消费者的广告的参与程度的影响。接触到带有优惠券的处方药广告的消费者对广告和品牌相关的态度明显更为积极，并且有向医生询问该药物的意向。然而，接触到带有优惠券的广告的消费者与接触到不带优惠券的广告的消费者在感知产品风险方面没有显著差异。参与度高的消费者对广告、品牌和优惠券相关的态度明显更为积极，有药物询问意向，并且对与该药物相关的风险有更明确的认知。
