Effect of presentation modality in direct-to-consumer (DTC) prescription drug television advertisements

Wogalter, Michael S.; Shaver, Eric F.; Kalsher, Michael J.

doi:10.1016/j.apergo.2013.12.003

Cited by 20 publications

(10 citation statements)

References 21 publications

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“…The presence of incongruent audiovisual content during the major statement is a type of distraction that hampers a consumer’s ability to process risk information. Wogalter, Shaver, and Kalsher (2014) found that risk recognition decreased when an ad presented non-risk-related information (e.g., the company’s website) concurrently with risk information compared with when an ad presented only risk information. In a recent eye-tracking experiment of pharmaceutical ads created specifically to have either low or high distraction, Sullivan et al (2017) found that the presence of distracting information during the presentation of a drug’s side effects drew attention away from risk text, which in turn reduced retention of risk information about the drug.…”

Section: Research On Distraction In Dtcamentioning

confidence: 96%

Look, Puppies! A Visual Content Analysis of Required Risk Statements Embedded in Direct-to-Consumer Pharmaceutical Advertising

King¹,

Koppenhafer²,

Madrigal³

2020

Journal of Public Policy & Marketing

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Direct-to-consumer advertising (DTCA) on television is a prominent source of information about medical conditions and their potential treatments. In the United States, the Food and Drug Administration (FDA) requires that DTCA include a major statement presenting the medication’s most important risk information in a fair and balanced manner. However, there is growing concern about the visual content that accompanies this risk information within DTCA major statements. Specifically, the FDA has failed to provide guidance on how to measure DTCA’s adherence to the fair and balanced provision. This research introduces eight metrics organized into three categories to perform a visual content analysis of 230 existing DTCAs. Using these metrics, the authors test for differences in visual content between the major risk statement and the remaining portions of an ad. Our results indicate that the major risk statements of DTCAs feature more positive imagery, visually complex imagery, and motion than other portions of the ads. The authors discuss the implications of these findings for public policy makers, consumers, and marketers.

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Section: Research On Distraction In Dtcamentioning

confidence: 96%

Look, Puppies! A Visual Content Analysis of Required Risk Statements Embedded in Direct-to-Consumer Pharmaceutical Advertising

King¹,

Koppenhafer²,

Madrigal³

2020

Journal of Public Policy & Marketing

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“…The presence of warnings in both modalities is usually better than either modality alone (Barlow & Wogalter, 1993;Wogalter, Shaver, & Kalsher, 2014).…”

Section: Discussionmentioning

confidence: 97%

“…As noted previously, speech warnings have several advantages over visual warnings and may be more appropriate for certain applications than visual print warnings (Conzola & Wogalter, 1999). The presence of warnings in both modalities is usually better than either modality alone (Barlow & Wogalter, 1993;Wogalter, Shaver, & Kalsher, 2014).…”

Section: Discussionmentioning

confidence: 99%

Specific Evacuation Instructions Enhance Spoken Fire Warnings

Taylor

Wogalter

2015

Proceedings of the Human Factors and Ergonomics Society Annual

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Most building fire alarms are presented auditorily and almost all are simple non-verbal sounds, such as bells and buzzers-despite the availability of inexpensive, feasible, voice-presentation technology. One advantage of speech or vocal signals is that they can convey specific avoidance instructions. This study examined the content (wording) of spoken fire alarms. Sixty-five participants rated 90 spoken fire evacuation warnings plus two non-speech sounds (white noise and a recording of an actual [simple, nonverbal] fire alarm) on a 9-point scale (0=not at all, 8=extremely) on their acceptability as a building fire alarm. Significantly higher ratings were assigned to spoken than to non-spoken warnings, except the recorded fire alarm had significantly higher ratings compared to the shortest speech warning ("Fire, Fire"). Speech warnings that provided evacuation instructions (e.g., "Use Stairs") and communicated the need to evacuate right away (e.g., "Exit Now") were rated significantly higher than those lacking that information. Implications of these results are discussed.

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“…Finally, many ads used the superimposed text during the major statement to convey non-risk information. The effects of presenting non-risk information during the major statement is unclear, with one study showing a decrease in risk retention (Wogalter et al, 2014) and another study not finding a significant effect on risk retention (Aikin, O'Donoghue, Squire, Sullivan, & Betts, 2016). Given that the presence of non-risk information is unlikely to increase consumers' understanding of the risk information, it would be prudent to avoid it during the major statement.…”

Section: Discussionmentioning

confidence: 99%

“…For example, music with a fast tempo can decrease consumers' recall of ad information (Fraser & Bradford, 2013;Oakes & North, 2006). On the other hand, using both audio and visual channels (dual-modality) has been found to increase consumer understanding of drug risk information (e.g., Glinert & Schommer, 2005;Wogalter, Shaver, & Kalsher, 2014), although there is some suggestion that audio only may be better for individuals with limited literacy (Kaphingst, DeJong, Rudd, & Daltroy, 2005). Unfortunately, previous content analyses of DTC television ads found that few ads used a dual-modality approach to convey all risk information (Kaphingst et al, 2004;Macias et al, 2007).…”

mentioning

confidence: 99%

Communicating Risk Information in Direct-to-Consumer Prescription Drug Television Ads: A Content Analysis

Sullivan

Aikin

Poehlman

2017

Health Communication

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Direct-to-consumer (DTC) television ads for prescription drugs are required to disclose the product's major risks in the audio or audio and visual parts of the presentation (sometimes referred to as the "major statement"). The objective of this content analysis was to determine how the major statement of risks is presented in DTC television ads, including what risk information is presented, how easy or difficult it is to understand the risk information, and the audio and visual characteristics of the major statement. We identified 68 DTC television ads for branded prescription drugs, which included a unique major statement and that aired between July 2012 and August 2014. We used subjective and objective measures to code 50 ads randomly selected from the main sample. Major statements often presented numerous risks, usually in order of severity, with no quantitative information about the risks' severity or prevalence. The major statements required a high school reading level, and many included long and complex sentences. The major statements were often accompanied by competing non-risk information in the visual images, presented with moderately fast-paced music, and read at a faster pace than benefit information. Overall, we discovered several ways in which the communication of risk information could be improved.

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Effect of presentation modality in direct-to-consumer (DTC) prescription drug television advertisements

Cited by 20 publications

References 21 publications

Look, Puppies! A Visual Content Analysis of Required Risk Statements Embedded in Direct-to-Consumer Pharmaceutical Advertising

Look, Puppies! A Visual Content Analysis of Required Risk Statements Embedded in Direct-to-Consumer Pharmaceutical Advertising

Specific Evacuation Instructions Enhance Spoken Fire Warnings

Communicating Risk Information in Direct-to-Consumer Prescription Drug Television Ads: A Content Analysis

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