Park Jin Seong, Ju Ilwoo, Kim Kenneth Eunhan
a College of Communication and Information , University of Tennessee-Knoxville.
Health Commun. 2014;29(6):586-97. doi: 10.1080/10410236.2013.785318. Epub 2013 Jun 21.
Although exposure to direct-to-consumer prescription drug advertising (DTCA) is reported to influence the public's beliefs about diseases, no research has investigated how DTCA may affect the extent of consumers' optimistic bias about the future risk of diseases. Based on a survey with members of an online consumer panel (n = 699), the current study revealed that: (a) Consumers exhibited a tendency to believe they were at less risk of developing clinical depression in the future than their peers, demonstrating an optimistic bias. (b) Exposure to antidepressant DTCA acted to reduce the extent of such bias, especially when consumers were less skeptical of prescription drug advertising. When consumers were highly skeptical, DTCA exposure did not significantly relate to the extent of optimistic bias. (c) Once formed, the extent of optimistic bias negatively related to consumers' intention to seek information about depression. Implications of the research for the theory and practice of DTCA were discussed.
尽管据报道，接触直接面向消费者的处方药广告（DTCA）会影响公众对疾病的看法，但尚无研究调查DTCA如何影响消费者对疾病未来风险的乐观偏差程度。基于对一个在线消费者小组（n = 699）成员的调查，当前研究表明：（a）消费者表现出一种倾向，即相信自己未来患临床抑郁症的风险低于同龄人，表现出乐观偏差。（b）接触抗抑郁药DTCA有助于减少这种偏差的程度，尤其是当消费者对处方药广告的怀疑程度较低时。当消费者高度怀疑时，接触DTCA与乐观偏差程度没有显著关联。（c）一旦形成，乐观偏差程度与消费者寻求抑郁症信息的意图呈负相关。讨论了该研究对DTCA理论和实践的启示。
