The influence of the number of presented symptoms in product-claim direct-to-consumer advertising on behavioral intentions

被引：4

作者：

Lee-Wingate, Sooyeon Nikki ^{[1
]}

Xie, Ying ^{[2
]}

机构：

[1] Fairfield Univ, Charles F Dolan Sch Business, Fairfield, CT 06430 USA

[2] Univ Texas Dallas, Naveen Jindal Sch Management, Mkt, Richardson, TX 75083 USA

来源：

INTERNATIONAL JOURNAL OF PHARMACEUTICAL AND HEALTHCARE MARKETING | 2013年 / 7卷 / 03期

关键词：

Direct-to-consumer advertising; Informativeness; Metacognitive processing; Persuasive intent; Product-claim DTCA; Treatable symptoms;

D O I：

10.1108/IJPHM-05-2013-0025

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：

Purpose - In order to improve the effectiveness of product-claim direct-to-consumer advertising (DTCA), the current research examines the effect of a presentational element - the number of treatable symptoms for the advertised medical condition featured in the ad - on consumers' intentions to seek treatment. Design/methodology/approach - Ninety-five participants recruited at a mall in the northeastern US provided data on behavioral and attitudinal intentions regarding a product-claim print DTCA for an antidepressant. Findings - Featuring a high (vs low) number of symptoms improved the effectiveness of the product-claim DTCA. Seeing more symptoms led to heightened perceptions of informativeness, lower persuasive intent, and higher intentions to discuss the advertised ailment and the advertised drug with the doctor. Perceptions of disease prevalence mediated this influence. The perceived impact of each symptom featured in the DTCA was controlled across experimental conditions. Research limitations/implications - This research contributes to the healthcare marketing literature by demonstrating how managing a presentational element in DTCA influences consumers' metacognitive processing of the health information and consequently their intentions to engage in health-related behaviors. Practical implications - Within the regulatory boundaries, pharmaceutical marketers may wish to increase the number of treatable symptoms to feature in their product-claim DTCA in order to improve the effectiveness. Social implications - Within the regulatory boundaries, pharmaceutical marketers may wish to increase the number of treatable symptoms to feature in their product-claim DTCA in order to improve the effectiveness. Originality/value - This research builds on the extant literature of examining consumer perceptions of DTCA, and suggests a practical and metacognitive means to improve consumer perceptions to ultimately enhance DTCA effectiveness.

引用

页码：265 / +

页数：21

共 45 条

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