The Effects of Code-Switched Advertisements on Hispanic Consumers’ Attitudes and Purchase Intentions

Abstract

Firms invest large amounts of money in direct to consumer (DTC) advertising for prescription drugs.However, under what conditions consumers perceive DTC advertising to be valuable? The results in this research show: 1) consumers with children who also seek advice from pharmacists perceive DTC advertising to be valuable; 2) educated consumers who have visited a doctor recently (in last 6 months) perceive DTC advertisements to be less valuable; and 3) disease condition of the consumer significantly impacts perceived value of DTC advertising.