The effects of risk disclosure and ad involvement on consumers in DTC advertising
Tóm tắt
The 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.
The 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.
Findings 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.
The 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.
Từ khóa
Tài liệu tham khảo
Anderson, J.P. (2003), “Study measures DTC impact”, Pharmaceutical Executive, Vol. 23 No. 8, p. 18.
Andrews, J.C., Durvasula, S. and Akhter, S.H. (1990), “A framework for conceptualizing and measuring the involvement construct in advertising research”, Journal of Advertising, Vol. 19 No. 4, pp. 27‐40.
Burton, S. and Lichtenstein, D.R. (1988), “The effect of ad claims and ad context on attitude towards the advertisement”, Journal of Advertising, Vol. 17 No. 1, pp. 3‐11.
Bush, A.J. and Bush, V.D. (1994), “The narrative paradigm as a perspective for improving ethical evaluations of advertisements”, Journal of Advertising, Vol. 23 No. 3, pp. 31‐41.
Coney, S. (2002), “Some think DTC ads bad for health; others contend effects hard to prove”, Marketing News, Vol. 36 No. 22, pp. 54‐6.
Eagly, A.H. and Chaiken, S. (1993), The Psychology of Attitudes, Harcourt Brace Jovanovich, Orlando, FL.
Everett, E.S. (1991), “Lay audience response to prescription drug advertising”, Journal of Advertising Research, Vol. 31 No. 2, pp. 43‐9.
Gardner, P.M., Mitchell, A.A. and Russo, J.E. (1985), “Low involvement strategies for processing advertisements”, Journal of Advertising, Vol. 14 No. 2, pp. 4‐12.
Gonul, F.F., Carter, F. and Wind, J. (2000), “What kind of patients and physicians value direct‐to‐consumer advertising of prescription drugs”, Health Care Management Science, Vol. 3 No. 3, pp. 215‐26.
Handlin, A., Mosca, J.B., Forgione, D.A. and Pitta, D. (2002), “DTC pharmaceutical advertising: the debate's not over”, Journal of Consumer Marketing, Vol. 20 No. 3, pp. 227‐37.
Henthorne, L.T., LaTour, S.M. and Nataraajan, R. (1993), “Fear appeals in print advertising: an analysis of arousal and ad response”, Journal of Advertising, Vol. 22 No. 2, pp. 59‐69.
Holbrook, M.B. and Batra, R. (1987), “Assessing the role of emotions as mediators of consumer responses to advertising”, Journal of Consumer Research, Vol. 14 December, pp. 404‐20.
Kaphingst, K.A. and DeJong, W. (2004), “The educational potential of direct‐to‐consumer prescription drug advertising”, Health Affairs, Vol. 23 No. 4, p. 143.
Kastner, K. (2005), “Information vs education”, Pharmaceutical Executive, Vol. 25 No. 5, pp. 164‐7.
Keller, A.P. and Block, L.G. (1996), “Increasing the persuasiveness of fear appeals: the effect of arousal and elaboration”, Journal of Consumer Research, Vol. 22, March, pp. 448‐59.
Kopp, W.S. and Bang, H.K. (2000), “Benefit and risk information in prescription drug advertising: review of empirical studies and marketing implications health”, Marketing Quarterly, Vol. 17 No. 3, pp. 39‐55.
Kucharsky, D. (2005), “Giving pills a push”, Marketing, June, pp. 12‐16.
Laczniak, R.N. and Muehling, D.D. (1993), “The relationship between experimental manipulations and tests of theory in advertising message involvement context”, Journal of Advertising, Vol. 22 No. 3, pp. 59‐73.
LaTour, M.S., Snipes, R.L. and Bliss, S.J. (1996), “Don't be afraid to use fear appeals: an experimental study”, Journal of Advertising Research, Vol. 36 No. 2, pp. 59‐71.
Lexchin, J. and Mintzes, B. (2002), “Direct‐to‐consumer advertising of prescription drugs: the evidence says no”, Journal of Public Policy & Marketing, Vol. 21 No. 2, pp. 194‐202.
McKillen, D. (2002), “DTC's influence on Rx requests”, Medical Marketing and Media, Vol. 37 No. 12, p. 10.
Mehta, A. and Purvis, C.S. (2003), “Consumer response to print prescription drug advertising”, Journal of Advertising Research, Vol. 43 No. 2, p. 194.
Melillo, W. (1999), “FDA cites most DTC drug spots”, Adweek, Vol. 40 No. 7, p. 4.
Morris, A.L. and Millstein, L.G. (1984), “Drug advertising to consumers: effects of formats for magazine and television advertisements”, Food Drug Cosmetic Law Journal, Vol. 39, pp. 497‐503.
Morris, A.L., Mazis, B.M. and Brinberg, D. (1989), “Risk disclosures in televised prescription drug advertising to consumers”, Journal of Public Policy and Marketing, Vol. 8, pp. 64‐80.
Morris, A.L., Ruffner, M. and Klimberg, R. (1985), “Warning disclosures for prescription drugs”, Journal of Advertising Research, Vol. 25 No. 5, pp. 25‐32.
Park, W.C. and Young, S.M. (1986), “Consumer response to television commercials: the impact of involvement and background music on brand attitude formation”, Journal of Marketing Research, Vol. 23 No. 1, pp. 11‐23.
Perri, M. and Nelson, A.A. Jr (1987), “An exploratory analysis of consumer recognition of direct‐to‐consumer advertising of prescription medications”, Journal of Health Care Marketing, Vol. 7 No. 1, pp. 9‐16.
Petty, E.R., Cacioppo, T.J. and Schumann, D. (1983), “Central and peripheral routes to advertising effectiveness: the moderating role of involvement”, Journal of Consumer Research, Vol. 10, September, pp. 135‐46.
Rippetoe, P.A. and Rogers, R.W. (1987), “Effects of components of protection‐motivation theory on adaptive and maladaptive coping with a health threat”, Journal of Personality and Social Psychology, Vol. 52 No. 3, p. 596.
Roth, M.S. (1996), “Patterns in direct‐to‐consumer prescription drug print advertising and their public policy implications”, Journal of Public Policy & Marketing, Vol. 15 No. 1, pp. 63‐75.
Sheffet, M.J. and Kopp, S.W. (1990), “Advertising prescription drugs to the public: headache or relief?”, Journal of Public Policy & Marketing, Vol. 9 No. 2, pp. 42‐61.
Tanner, J.F., Hunt, J.B. and Eppright, D.R. (1991), “The protection motivation model: a normative model of fear appeals”, Journal of Marketing, Vol. 55 No. 3, pp. 36‐46.
Taylor, H. (2003), “Some good news for a change”, Pharmaceutical Executive, Vol. 23 No. 9, pp. 16‐18.
Thomaselli, R. (2005), “J & J stance on DTC ads irks rivals”, Advertising Age, Vol. 76 No. 13, pp. 1‐3.
Tucker, K.G. and Smith, C.M. (1987), “Direct‐to‐consumer advertising: effects of different formats of warning information disclosure on cognitive reactions of adults”, Journal of Pharmaceutical Marketing & Management, Vol. 2 No. 1, pp. 27‐41.
Wechsler, J. (2003), “FDA examines DTC issues”, Pharmaceutical Executive, Vol. 23 No. 9, pp. 24‐5.
West, D. (2005), “Changing lanes”, Pharmaceutical Executive, Vol. 25 No. 5, pp. 154‐60.
Whisenant, B. (2004), “DTC or DTP”, Pharmaceutical Executive, Vol. 24 No. 11, pp. 121‐3.
Zaichowsky, L.J. (1985), “Measuring the involvement construct”, Journal of Consumer Research, Vol. 12 December, pp. 341‐52.