Fogel Joshua, Novick Daniel
Brooklyn College, City University of New York, Department of Economics, Brooklyn, New York 11210, USA.
Health Mark Q. 2009;26(4):347-71. doi: 10.1080/07359680903304310.
This study sought data on the impact of direct-to-consumer (DTC) advertisements and both intentions and frequency to seek more information about the drug being advertised. Data were collected from 498 college students regarding intention to seek and how frequently they obtained more information about prescription medications. For intentions, grocery or pharmacy and radio advertisements were associated with lesser intentions. For frequency, Internet advertisements were associated, while newspaper and spam e-mail advertisements were not. Types of sources associated with seeking additional information were doctor, Internet, and 1-800 information numbers. A significant interaction existed for seeing Internet advertisements for drugs and then seeking additional information from a doctor and not from the Internet. In conclusion, Internet advertising is associated with seeking additional information from a reliable source such as a doctor.
本研究旨在获取有关直接面向消费者（DTC）广告以及寻求更多所宣传药物信息的意图和频率的影响的数据。从498名大学生中收集了关于寻求信息的意图以及他们获取更多处方药信息的频率的数据。对于意图而言，杂货店或药店以及广播广告与较低的意图相关。对于频率而言，互联网广告与之相关，而报纸和垃圾邮件广告则不然。与寻求更多信息相关的信息来源类型有医生、互联网和1-800信息号码。观看药品互联网广告后从医生而非互联网获取更多信息存在显著的交互作用。总之，互联网广告与从诸如医生这样可靠的来源寻求更多信息相关。
