Document Type

Article

Language

eng

Format of Original

11 p.

Publication Date

4-2010

Publisher

Palgrave MacMillan

Source Publication

Journal of Medical Marketing

Source ISSN

1745-7904

Original Item ID

doi: 10.1057/jmm.2009.44

Abstract

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.

Comments

Accepted version. Journal of Medical Marketing, Vol 10, No. 2 (April 2010): 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.

Included in

Communication Commons

Share

COinS