Journal of Business Ethics 63 (4):333 - 343 (2006)
|Abstract||Direct to consumer (DTC) advertising has attracted significant research attention, yet none has focused on empirical assessments of its overall impact on U.S. consumers nationally, and tying assessment to relevant behavioral outcomes. This paper addresses the ethical issue of DTC advertising providing a balance of product and risk information that is both understandable and believable, and contributes direction to those exploring this phenomenon|
|Keywords||advertising effectiveness believability benefit-risk information balance direct to consumer (DTC) patient-doctor relationship public policy regulation prescription drugs|
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