Morris L A, Brinberg D, Klimberg R, Rivera C, Millstein L G
Public Health Rep. 1986 Jan-Feb;101(1):82-9.
Attitudes about prescription drug advertising directed to consumers were assessed in 1,509 persons who had viewed prototypical advertisements for fictitious prescription drug products. Although many subjects were generally favorable toward the concept of drug advertising directed to consumers, strong reservations were also expressed, especially about television advertising. Prescription drug advertising did not appear to undermine the physician's authority, since respondents viewed the physician as the primary drug decision-maker. However, the physician was not perceived as the sole source of prescription drug information. Television advertising appeared to promote greater information-seeking about particular drugs; however, magazine ads were more fully accepted by subjects. Furthermore, magazine ads led to enhanced views of the patient's authority in drug decision-making. The greater information conveyed in magazine ads may have given subjects more confidence in their own ability to evaluate the drug and the ad. Ads that integrated risk information into the body of the advertisement were more positively viewed than ads that gave special emphasis to the risk information. The results suggest that consumer attitudes about prescription drug advertising are not firmly held and are capable of being influenced by the types of ads people view. Regulation of such ads may need to be flexed to adapt to the way different media are used and processed by consumers.
对1509名观看过虚构处方药产品典型广告的人进行了关于面向消费者的处方药广告的态度评估。尽管许多受试者总体上对面向消费者的药品广告概念持赞成态度，但也表达了强烈的保留意见，尤其是关于电视广告。处方药广告似乎并未削弱医生的权威，因为受访者将医生视为主要的用药决策者。然而，医生并未被视为处方药信息的唯一来源。电视广告似乎促使人们更多地寻求有关特定药物的信息；然而，杂志广告更能被受试者完全接受。此外，杂志广告使受试者对患者在用药决策中的权威有了更高的评价。杂志广告中传达的更多信息可能使受试者对自己评估药物和广告的能力更有信心。将风险信息融入广告正文的广告比特别强调风险信息的广告得到更积极的评价。结果表明，消费者对处方药广告的态度并不坚定，并且能够受到人们所观看广告类型的影响。对此类广告的监管可能需要灵活调整，以适应消费者使用和处理不同媒体的方式。
