Author's Keywords: prescription drug advertising, Information sources for health care, consumer socialization, Structural Equation Modeling	Convention Convention is an application service for managing large or small academic conferences, annual meetings, and other types of events! Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf. Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets! Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more! Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering. Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more! Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches! Click here for more information.
Association: Name: International Communication Association URL: http://www.icahdq.org
Citation: URL: http://www.allacademic.com/meta/p113273_index.html Direct Link: HTML Code:

Lee, Byoungkwan. and Salmon, Charles. "The Effects of Information Sources on Consumer Attitudes toward Direct-to-Consumer Prescription Drug Advertising: A Consumer Socialization Approach" Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA, May 27, 2004 <Not Available>. 2009-05-26 <http://www.allacademic.com/meta/p113273_index.html>

Lee, B. and Salmon, C. T. , 2004-05-27 "The Effects of Information Sources on Consumer Attitudes toward Direct-to-Consumer Prescription Drug Advertising: A Consumer Socialization Approach" Paper presented at the annual meeting of the International Communication Association, New Orleans Sheraton, New Orleans, LA Online <.PDF>. 2009-05-26 from http://www.allacademic.com/meta/p113273_index.html

Publication Type: Conference Paper/Unpublished Manuscript Review Method: Peer Reviewed Abstract: Pharmaceutical manufacturers are spending more than $2.5 billion annually in Direct-to-Consumer (DTC) advertising in an attempt to educate consumers about prescription drugs. Unlike most other consumer goods, prescription drugs cannot be purchased directly by the consumer, and thus the goal of most DTC advertising is to influence consumers to talk to their healthcare providers about medications that they have seen in ads. Is this advertising effective? Who is most influenced by it, and how does reliance on mass versus interpersonal communication for health information affect attitudes and behaviors regarding DTC advertising? Using data from a nationally representative survey of the U.S. population conducting by a professional polling organization (with a sample size of 3,000), this study uses structural equation modeling to answer the above questions and to explicate linkages among antecedents (age, gender, race, education, income, family structure), socializing agents (mass and interpersonal channels), and attitudes and behaviors regarding DTC advertising.

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