Consumer believability of information in direct-to-consumer (DTC) advertising of prescription drugs

Journal of Business Ethics 63 (4):333 - 343 (2006)
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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