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Consumer Perceptions of Product-Claim vs. Help-Seeking Direct to Consumer Advertising of Prescription Drugs

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dc.contributor.author Wingate, Nikki
dc.contributor.author Xie, Ying
dc.date.accessioned 2015-03-30T17:21:46Z
dc.date.available 2015-03-30T17:21:46Z
dc.date.issued 2015-03-27
dc.identifier.uri https://scholarworks.bridgeport.edu/xmlui/handle/123456789/1110
dc.description.abstract Direct-to-Consumer Advertising (DTCA). DTCA refers to advertisements that are directed to patients, the final consumers of the pharmaceutical product. In the U.S., the FDA permits three different types of DTCA: Product-claim ads, which mention the name of the drug, outline its use, and describe the risks and benefits, in addition to discussing the medical condition it treats; Help-seeking ads, which discuss the medical condition but do not mention a specific drug product; and Reminder ads, which provide the name of the drug but do not discuss its uses, risks, or benefits, nor the medical condition it treats. The purpose of this research is to better understand the effectiveness of Direct-to-Consumer Advertising (DTCA) by examining consumer perceptions of persuasive intent and informativeness associated with product-claim and help-seeking ads. en_US
dc.language.iso en_US en_US
dc.subject Direct-to-consumer advertising (DTCA) en_US
dc.subject Prescription drugs en_US
dc.subject Consumer perception en_US
dc.subject Product-claim en_US
dc.subject Help-seeking en_US
dc.subject Business en_US
dc.title Consumer Perceptions of Product-Claim vs. Help-Seeking Direct to Consumer Advertising of Prescription Drugs en_US
dc.type Presentation en_US
dc.institute.department School of Business en_US
dc.institute.name University of Bridgeport en_US
dc.event.location Bridgeport, CT en_US
dc.event.name Faculty Research Day en_US


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