Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This study examined the influence of presumed influence model in the context of DTC advertising. A survey of 404 physicians studied presumed influence of DTC advertising on patients and whether presumed effects influenced physicians’ response to patient requests of advertised drugs. Results supported the proposed model. Greater presumed DTC advertising influence was associated with refusal of patient requests even after controlling for other respondent characteristics. Findings also suggest taking a multi-dimensional view of the presumed influence model. The results are discussed in relation to existing theoretical work. Future research recommendations are also provided.

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Direct-to-consumer (DTC) pharmaceutical advertising studies have typically focused on older adults or a general population of adults. However, college students have the potential to be viable targets for DTC advertising too. In this paper, we compare college students and an adult sample divided between younger and older adults. Our findings indicate all age groups had relatively high awareness of DTC ads and similar attitudes and behavioral responses to the ads. However, there were significant differences in media use and health characteristics as well as the factors predicting DTC ad trust, attitudes, and behavioral intentions. Implications and future research suggestions are discussed.

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study addresses the effect psychotropic direct-to-consumer (DTC) advertisements and previous experience with mental illness have on stigmatizing attitudes toward mental illness, specifically mental illnesses such as depression, anxiety, worry, and post-traumatic stress disorder. Working from the theoretical framework of the Elaboration Likelihood Model of persuasion (Petty & Cacioppo, 1986) this empirical examination tested whether college students’ attitudes toward mental illness and the mentally ill were affected by watching a television sitcom containing DTC ads for prescription drugs to treat such conditions. It also examined the influence previous experience with mental illness has on stigma towards mental illness and attitudes toward treatment of mental illness. It was found that as frequency of DTC ads viewed increased, mental illness was perceived as more treatable and participants with low previous experience were more likely to interact with people with mental illness after viewing more DTC ads.

Publication Type: Conference Paper/Unpublished Manuscript
Abstract: Direct-to-consumer (DTC) prescription drug advertising is a potential tool for the global spread of pharmaceutical industry conceptions of health and illness, and can be seen as both a cause and a result of globalization. Among developed countries, DTC advertising is currently only legal in New Zealand and the United States, but debates are taking place worldwide as the pharmaceutical industry uses its global influence to lobby for the lifting of bans. As individual countries with distinct cultures and local histories try to decide whether or not they should continue banning this form of advertising, it is important to understand the character and effects of DTC advertising in a global context.

A comparative meta-interpretation of DTC advertising literature in the United States and New Zealand showed that despite differences in the process of regulation and the conditions and mechanisms through which DTC advertising came to be legal in the two countries, the resulting character and effects of the advertising were remarkably similar, which suggests that while glocalization may cause a divergence in the exact methods used in the ads to get the message across, the message and its effect will likely still reflect the pharmaceutical industry’s grobal interests regardless of location.

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Direct-to-consumer prescription drug advertisements are legally required to provide a “true statement,” of drug information. This study analyzes how the FDA interprets the true statement requirement by examining 68 regulatory letters. With a few exceptions, the FDA interpreted literally the complaint categories of omission of material information, unsubstantiated comparative claims, overstatement of efficacy, and broadening of indications. Inclusion of risk information and how risk information is presented were more broadly interpreted. Implications are also discussed.