Exploring the Perceived Believability of DTC Advertising in the US

Atkin, JoAnn L.; Beltramini, Richard F.

doi:10.1080/13527260701250695

Cited by 30 publications

(13 citation statements)

References 18 publications

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“…Arguably, the same debate applies to DTCI, as it is a way to transmit information to patients to help them better assess their needs and understand their symptoms, but it also has the potential to influence or shape certain behaviors. Whether in DTCI or in DTCA, we agree with those scholars who argue that the information contained in drug promotion is not sufficient for-and may even undermine-peoples' ability to make an informed choice about a treatment (Atkin and Beltramini 2007;Kessler and Levy 2007).…”

Section: Mostly Promotionalsupporting

confidence: 79%

Drug Familiarization and Therapeutic Misconception Via Direct-to-Consumer Information

Bélisle-Pipon

Williams‐Jones

2015

Bioethical Inquiry

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Promotion of prescription drugs may appear to be severely limited in some jurisdictions due to restrictions on direct-to-consumer advertising (DTCA). However, in most jurisdictions, strategies exist to raise consumer awareness about prescription drugs, notably through the deployment of direct-to-consumer information (DTCI) campaigns that encourage patients to seek help for particular medical conditions. In Canada, DTCI is presented by industry and regulated by Health Canada as being purely informational activities, but their design and integration in broader promotional campaigns raise very similar ethical concerns as those associated with DTCA. Specifically, DTCI can be an effective means of familiarizing the public with the scope and benefits of a particular prescription drug and so, like DTCA, can promote increased patient-consumer demand and thus a problematic rise in the prescribing and use of medications that may be neither the most appropriate nor the most cost-effective. Yet, with DTCI the industry is playing within the existing rules and regulations set by health regulators. To respond appropriately to this regulatory incoherence, we argue that DTCI should be regulated as a type of direct-to-consumer indirect advertising. Even if the case and specific regulations presented here are Canadian, the implications extend to every country that has a partial or total prohibition on DTCA.

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Section: Mostly Promotionalsupporting

confidence: 79%

Drug Familiarization and Therapeutic Misconception Via Direct-to-Consumer Information

Bélisle-Pipon

Williams‐Jones

2015

Bioethical Inquiry

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“…Message credibility is a key element of persuasion (Choi and Rifon 2002). As advertising executive Leo Burnett claimed, “The greatest thing to achieve in advertising is believability” (Atkin and Beltramini 2007). Message credibility should improve consumers’ attitudes toward the ad, increase brand trust, and strengthen emotional commitment to the brand (Grayson and Martinec 2004; Morhart et al 2015).…”

Section: Dimensions Of Authenticity In Advertisingmentioning

confidence: 99%

Does It Pay to Be Real? Understanding Authenticity in TV Advertising

Becker¹,

Wiegand

Reinartz³

2018

Journal of Marketing

125

104

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Marketing managers and creatives alike believe that authenticity is an essential element for effective advertising. However, no common understanding of authenticity in advertising exists, and empirical knowledge about its impact on consumer behavior is limited. In this study, the authors use a comprehensive literature review and qualitative studies to identify four dimensions of authenticity in an advertising context. By examining 323 television ads across 67 brands and four years, they investigate these dimensions' effects on the sales performance of advertised products. Because the impact of authenticity may depend on brand or product characteristics, the authors also analyze how these effects vary with brand size or across hedonic and utilitarian products. The results suggest that authenticity influences consumer behavior in a more nuanced manner than previously recognized. For instance, whereas an ad congruent with the brand's essence has a positive effect on sales in most cases, an overly honest advertising message can actually hurt performance; the latter is true especially for hedonic products, for which consumers rely more on subjective information when making purchase decisions.

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“…Many observers have questioned the quality of information in DTC advertising generally [12, 16–18] and antidepressant advertisements specifically [19]. Judgments of an advertisement's believability mediate people's responses to it [20], including their willingness to talk with their physicians after seeing such an advertisement [11]. Ours is the first investigation to assess the views of people with depression about the educational merit of antidepressant advertisements.…”

Section: Introductionmentioning

confidence: 99%

Do antidepressant advertisements educate consumers and promote communication between patients with depression and their physicians?

Bell

Taylor

Kravitz

2010

Patient Education and Counseling

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Objective-To examine how online depression support group members respond to direct-toconsumer (DTC) antidepressant advertising.Methods-Survey of 148 depression forum members, administered via an online questionnaire.Results-Chronicity was high, as 79.1% had received a diagnosis of depression 3 or more years earlier. Respondents reported seeing advertisements for an average of 4.3 of 7 brands investigated. A majority rated the information quality of these advertisements as "poor" or "fair." Attitudes toward antidepressant advertisements were neutral (mean: 2.96 on a 5-point scale). More than half (52.4%) visited official websites provided in these advertisements, 39.9% had talked with a doctor after seeing an advertisement, 20.3% made an advertisement-induced prescription request, and 25.7% said these advertisements reminded them to take their antidepressants. Amount of attention given to these advertisements correlated positively with belief in the brain chemical imbalance causal model, but belief in this model did not predict prescription requests. Conclusion-Awareness of DTC antidepressant advertisements is high among individuals with depression, but so is skepticism.Practice Implications-Among members of an on-line support group, these advertisements encourage patient-doctor dialogue, prescription requests, and adherence, but might also reduce the acceptability of psychotherapy and encourage doctor switching in a small number of patients.

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Exploring the Perceived Believability of DTC Advertising in the US

Cited by 30 publications

References 18 publications

Drug Familiarization and Therapeutic Misconception Via Direct-to-Consumer Information

Drug Familiarization and Therapeutic Misconception Via Direct-to-Consumer Information

Does It Pay to Be Real? Understanding Authenticity in TV Advertising

Do antidepressant advertisements educate consumers and promote communication between patients with depression and their physicians?

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