Ball Jennifer Gerard, Manika Danae, Stout Patricia
School of Journalism and Mass Communication, University of Minnesota, Minneapolis, USA.
Health Mark Q. 2011 Oct;28(4):337-53. doi: 10.1080/07359683.2011.623112.
Direct-to-consumer pharmaceutical advertising (DTCA) studies have typically focused on older adults or a general population of adults. However, college students are viable targets for DTCA and are receiving more research attention in this area. In this article, we compare college students with two adult age segments. Our findings indicate all age groups had relatively high awareness of DTCA and similar attitudes and behavioral responses to the ads. However, there were significant differences in media use and health characteristics as well as the factors predicting DTCA ad trust, attitudes, and behavioral intentions. Implications and future research suggestions are discussed.
直接面向消费者的药品广告（DTCA）研究通常聚焦于老年人或成年人群体。然而，大学生也是DTCA的可行目标受众，并且在这一领域正受到越来越多的研究关注。在本文中，我们将大学生与两个成年年龄组进行了比较。我们的研究结果表明，所有年龄组对DTCA的认知度相对较高，对广告的态度和行为反应也相似。然而，在媒体使用、健康特征以及预测DTCA广告信任度、态度和行为意图的因素方面存在显著差异。我们还讨论了研究结果的意义和未来的研究建议。
