School of Communications, Dankook University, 152, Jukjeon-ro, Suji-gu, Yongin-si, 16890, Gyeonggi-do, South Korea.
Hubbard School of Journalism and Mass Communication, University of Minnesota, 206 Church St. SE, Minneapolis, 55455, MN, USA.
Res Social Adm Pharm. 2022 Jul;18(7):3119-3130. doi: 10.1016/j.sapharm.2021.08.011. Epub 2021 Aug 25.
Patients are often exposed to contradictory information about pharmaceutical products from various types of advertising. For example, direct-to-consumer advertising (DTCA) tend to emphasize a drug's benefits, while drug injury advertising emphasizes the worst side effects. Regarding DTCA as a drug information source, many researchers in pharmacy field focus on investigating the misinformation in DTCA and corrective advertising. However, no prior research has examined the effects of such contradictory advertising messages on patients' prescription medicine-related beliefs and medication adherence. This is a significant gap in the research literature on pharmaceutical advertising effects and medication adherence.
This is aimed to examine how exposure to DTCA and drug injury advertising would influence patients' chronic accessibility of drug-related beliefs and their medication adherence behavior.
An online survey was conducted with a sample of 213 patients taking prescription blood thinners.
The findings from this study did not support the predicted relationship between exposure to DTCA and consumers' drug-related belief accessibility or their medication adherence. However, this study found a significant interaction effect of exposure to DTCA and exposure to drug injury ads on patients' medication adherence. The analysis results demonstrate that, for those who were exposed to drug injury ads, a significant negative relationship emerged between DTCA exposure and medication adherence.
This study provides important empirical evidence of a negative interaction effect of exposure to DTCA and drug injury ads on patients' medication adherence, which demonstrates that the influence of DTCA and drug injury ad exposures on patients' medication adherence is not independent, separate process but an interactive process. A communication campaign with corrective advertising could alleviate the negative interaction effect of exposure to contradictory information from different types of pharmaceutical ads on patients' medication adherence.
患者经常会接触到来自各种类型广告的关于药品的相互矛盾的信息。例如，直接面向消费者的广告（DTCA）往往强调药物的益处，而药品伤害广告则强调最严重的副作用。关于将 DTCA 视为药品信息来源，药学领域的许多研究人员专注于调查 DTCA 中的错误信息和纠正广告。然而，以前没有研究考察这种相互矛盾的广告信息对患者处方药品相关信念和用药依从性的影响。这是药品广告效果和用药依从性研究文献中的一个重大空白。
本研究旨在考察接触 DTCA 和药品伤害广告如何影响患者对药品相关信念的慢性可及性及其用药依从性行为。
本研究通过对 213 名服用处方抗凝血剂的患者进行了在线调查。
本研究的结果不支持接触 DTCA 与消费者药品相关信念可及性或其用药依从性之间的预期关系。然而，本研究发现接触 DTCA 和接触药品伤害广告对患者用药依从性的显著交互效应。分析结果表明，对于那些接触过药品伤害广告的患者，接触 DTCA 与用药依从性之间呈现出显著的负相关关系。
本研究提供了关于接触 DTCA 和药品伤害广告对患者用药依从性的负交互效应的重要实证证据，表明 DTCA 和药品伤害广告接触对患者用药依从性的影响不是独立的、分开的过程，而是一个相互作用的过程。带有纠正性广告的传播活动可以减轻来自不同类型药品广告的相互矛盾信息对患者用药依从性的负面影响。
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