Ju Ilwoo, Park Jin Seong
a Department of Communication , Saint Louis University , Saint Louis , Missouri.
b Department of Mass Communication , Institute of Social Sciences at Incheon National University , Incheon , South Korea.
Health Mark Q. 2018 Jan-Mar;35(1):32-46. doi: 10.1080/07359683.2018.1434861.
The literature shows that the prominence of risk disclosure influences consumer responses to direct-to-consumer advertising of prescription drugs. However, little is known about the psychological process whereby disclosure prominence exerts its influences on health beliefs and behavior. Based on a review of the literature on health cognition and behavior, the current study proposed and tested a model to show that risk disclosure prominence affects consumers' drug choice intention through the mediating roles of awareness of drug adverse reactions (ARs), perceived control over ARs, and perceived risk of ARs. The findings were discussed in terms of their theoretical and managerial implications.
文献表明，风险披露的突出程度会影响消费者对处方药直接面向消费者广告的反应。然而，对于披露突出程度对健康信念和行为产生影响的心理过程，我们知之甚少。基于对健康认知与行为文献的综述，本研究提出并检验了一个模型，以表明风险披露突出程度通过药物不良反应（AR）意识、对AR的感知控制以及AR的感知风险的中介作用，影响消费者的药物选择意图。研究结果从理论和管理意义方面进行了讨论。
