Abstract:Purpose
Without having a shared operationalization of what constitutes a direct-to-consumer advertising (DTCA) exposure, it is impossible to accurately generalize findings about their effects. First, it needs to be established how the variables involved in exposures impact outcomes. This will allow for more accurate operationalizations.
Design/methodology/approach
A sample of 216 participants were recruited from Amazon’s Mechanical Turk and randomly assigned into one of four conditions to take an online surv… Show more
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