Brian Lamb School of Communication, Purdue University.
Department of Pharmacy Administration and Public Health, St. John's University.
Health Commun. 2022 Nov;37(13):1694-1703. doi: 10.1080/10410236.2021.1914385. Epub 2021 Apr 25.
This study examines how optimistic bias moderates the association of direct-to-consumer prescription drug advertising (DTCA) exposure with consumers' responses to DTCA. We propose and test a model that addresses how exposure to DTCA plays a role in health risk assessment and prescription drug decision engagement. Findings from an online survey of U.S. adults (n = 628) demonstrated that exposure to DTCA is positively associated with consumers' perceived susceptibility and negatively associated with optimistic bias about health risk. The relationship between DTCA exposure and prescription decision engagement was mediated through perceived susceptibility, and this process was moderated by optimistic bias. The study's theoretical implications are discussed along with its consumer and public health implications.
本研究考察了乐观偏见如何调节直接面向消费者的处方药广告（DTCA）暴露与消费者对 DTCA 的反应之间的关系。我们提出并测试了一个模型，该模型探讨了 DTCA 的暴露如何在健康风险评估和处方药决策参与中发挥作用。对美国成年人（n=628）的在线调查结果表明，DTCA 的暴露与消费者对健康风险的感知易感性呈正相关，与健康风险的乐观偏见呈负相关。DTCA 暴露与处方决策参与之间的关系是通过感知易感性来介导的，而这一过程受到乐观偏见的调节。该研究的理论意义以及对消费者和公共卫生的意义进行了讨论。
