Consumer vulnerability in the context of direct-to-consumer prescription drug

被引：4

作者：

Chiang, Kuan-Pin ^{[1
]}

Jackson, Anita ^{[1
]}

机构：

[1] Cent Connecticut State Univ, Dept Mkt, Sch Business, 1615 Stanley St, New Britain, CT 06050 USA

来源：

INTERNATIONAL JOURNAL OF HEALTHCARE MANAGEMENT | 2012年 / 5卷 / 02期

关键词：

Consumer behavior; Medical prescription; Direct marketing; Pharmaceutical products; Advertising;

D O I：

10.1179/2047971912Y.0000000009

中图分类号：

R19 [保健组织与事业（卫生事业管理）];

学科分类号：

摘要：

Direct-to-consumer advertising (DTCA) of prescription drugs is a controversial practice where pros and cons have been documented by research. Past research has advocated considering DTCA from the consumer perspective, especially its effects on vulnerable consumers. This paper provides a review of prior research and examines consumer vulnerability in the context of DTCA.

引用

页码：108 / 113

页数：6

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