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Journal of Medical Marketing


While consumers’ health cognition and behavior are likely formed through multiple influences, the current study focused on the effects of exposure to specific content elements in direct-to-consumer advertising. The study revealed that consumers’ exposure to the American Psychiatric Association’s (APA) diagnostic guideline has potential to reduce their perceived lifetime risk of depression and intention to consult a health professional to discuss the health issue. The study further revealed when an antidepressant ad mentioned a long list of symptoms, exposure to the diagnostic guideline reduced risk perception and consultation intention significantly, whereas in the presence of a short list of symptoms, the APA guideline had minimal impact.


Accepted version. Journal of Medical Marketing, Volume 10, No. 2 (April 2010): pg. 123-133. DOI. © Palgrave Macmillan 2010. Used with permission.

This is a post-peer-review, pre-copy edit version of an article published in Journal of Medical Marketing. The definitive publisher-authenticated version Journal of Medical Marketing, Volume 10, No. 2 (April 2010) is available online at: 10.1057/jmm.2009.44.

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