The effects of risk disclosure and ad involvement on consumers in DTC advertising

Journal of Consumer Marketing - Tập 24 Số 3 - Trang 171-179 - 2007
ConstantinaKavadas1, LeaPrevel Katsanis2, JordanLeBel3
1Desautels Faculty of Management, McGill University, Montreal, Quebec, Canada
2John Molson School of Business, Concordia University, Montreal, Canada
3School of Hotel Administration, Cornell University, New York, USA

Tóm tắt

PurposeThe importance of consumer involvement is well recognized in marketing theory, but has been absent from past inquiries in consumers' processing of DTC advertisements. The authors believe it is necessary to account for varying levels of involvement between consumers in order to better appreciate their responses to DTC advertisement claims. The present study aims to shed additional insight into the relationship between consumer involvement and the processing of risk information in DTC advertising.Design/methodology/approachThe study was a between‐subject factorial design and consisted of 156 students from a North American university. It used an instructional manipulation designed to compare how low and highly involved consumers perceive DTC drug advertisements and more specifically the benefit and risk information contained in such advertisements.FindingsFindings indicate that consumers' perception and processing of DTC advertisements resembles consumers' reaction to fear appeals. Furthermore, consistent with previous studies, consumers react negatively to DTC advertisements containing a high content of risk information. Findings indicate that greater differences in consumer processing of risk information is observed when the sample is categorized as high versus low involved, rather than sufferer versus non‐sufferer, and that this consumer characteristic is important enough to include when examining consumer reactions to DTC advertisements.Originality/valueThe relationship between amount of risk information and consumer responses has not been empirically examined while controlling for the potential role of involvement. This study is a first step in addressing this gap.

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Journal of Consumer Marketing

Tập 24 Số 3

171-179

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