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Pharmacist counselling for non-prescription medicine purchases is one way of ensuring that these medicines are used in a safe and effective manner. Data collected as part of a larger study of information sources on non-prescription medicines were used to determine consumers' preference for pharmacist counselling for non-prescription medicine purchases, their willingness to pay for the service, and the amount they were willing to pay. A total of 458 (15.2%) consumers from six contiguous states in the U.S.A. responded to the mailed questionnaire. Of the consumers who responded, 63.4% indicated a preference for such a counselling service and, of these consumers, 20.4% indicated a willingness to pay for the service. Of the consumers who indicated a willingness to pay for pharmacist counselling for non-prescription medicines, 56.5% were willing to pay between 50 cents and $1.50, 28.2% between $1.51 and $3, and about 15.3% were willing to pay more than $3. Significant differences were noted in consumers' preference for pharmacist counselling when compared on the basis of certain consumer characteristics. Consumers who indicated a preference for pharmacist counselling for non-prescription medicines showed a significantly higher involvement in non-prescription medicine purchase decision, perceived pharmacists to be more credible, and indicated more favourable previous encounters with pharmacists than consumers who did not prefer pharmacist counselling. Consumers who consulted pharmacists and usually accepted their recommendations were also more likely to prefer pharmacist counselling for non-prescription medicines.

The purpose of this exploratory study was to survey physicians' attitudes surrounding the 'gift relationship' between pharmaceutical companies and physicians. A survey was mailed to 1000 randomly selected West Virginia physicians, of which 283 (28.3%) responses were received. The most commonly received gifts reported by the study physicians were trinkets (77.4%), followed by books (41.7%) and meals (41%). Principal component analysis and varimax rotation identified seven physician belief constructs. The mean ratings of the constructs indicated that the physicians slightly agreed that pharmaceutical companies give gifts to physicians to influence their prescribing, moderately disagreed that they do so as a form of professional recognition of physicians, and strongly disagreed that their prescribing behaviour could be influenced by the gifts they receive. Physicians slightly disagreed that pharmaceutical companies' sponsoring of CME programmes are only promotional gimmicks. Although the study physicians slightly disagreed that it may be inappropriate for them to accept gifts from pharmaceutical companies, they seemed slightly averse to having 'gift relationships' between pharmaceutical companies and physicians made public. Correlation analysis suggested that physicians who have a large number of patients in their practice, see a larger number of patients per day, or write a large number of prescriptions per day are more likely to be offered gifts by pharmaceutical companies, and they are also more likely to condone the practice of gift giving and receiving.