Park Jin Seong, Ahn Ho-Young Anthony, Haley Eric John
a Department of Mass Communication , Institute of Social Sciences at Incheon National University , Incheon , South Korea.
b Communication Division, Advertising , Pepperdine University , Malibu , California , USA.
Health Mark Q. 2017 Apr-Jun;34(2):81-96. doi: 10.1080/07359683.2016.1275227. Epub 2017 Feb 14.
Based on a survey of prescription drug users (N = 408), this study revealed that: (a) the frequency of consumers' personal experience of prescription medicine adverse reactions negatively related to the extent of their optimistic bias about the chances of such events, (b) consumers' perceived personal control over adverse reactions positively related to optimistic bias, and (c) optimistic bias related more negatively to intentions to seek risk information when consumer skepticism toward direct-to-consumer advertising was high. When skepticism was low to average, optimistic bias did not inhibit such intentions. Implications and recommendations for the practice of direct-to-consumer advertising are provided.
基于对408名处方药使用者的调查，本研究发现：（a）消费者个人经历处方药不良反应的频率与他们对此类事件发生可能性的乐观偏差程度呈负相关；（b）消费者对不良反应的感知个人控制与乐观偏差呈正相关；（c）当消费者对直接面向消费者的广告持高度怀疑态度时，乐观偏差与寻求风险信息的意图呈更负相关。当怀疑程度为低到中等时，乐观偏差不会抑制此类意图。本文还提供了对直接面向消费者广告实践的启示和建议。
