ATTITUDES TOWARD PHARMACEUTICAL DIRECT-TO-CONSUMER ADVERTISING: THE ROLE OF CULTURE

In this study, we examined the attitudes and behaviors of Hispanic consumers toward pharmaceutical direct-to-consumer advertising. The main motivations were to not only understand specific behaviors and attitudes, but also to investigate if these behaviors are impacted by culture. A sample of 200 co...

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Bibliographic Details
Published inAdvances in competitiveness research Vol. 25; no. 2; p. 114
Main Authors Mukherji, Jyotsna, Mukherji, Ananda
Format Journal Article
LanguageEnglish
Published Indiana American Society for Competitiveness 01.01.2017
Subjects
Attitudes
Brand names
Communication
Consumer advertising
Consumer attitudes
Consumer behavior
Consumers
Consumption
Direct marketing
Expenditures
Health care
Health informatics
Hispanic people
Influence
Investments
Literacy
Low income groups
Marketing
Outdoor advertising
Pharmaceutical industry
Physicians
Political economy
Prescription drugs
Public opinion
Public policy
Questionnaires
R&D
Research & development
Sales
Social marketing
Taxonomy
United States > US
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Summary:In this study, we examined the attitudes and behaviors of Hispanic consumers toward pharmaceutical direct-to-consumer advertising. The main motivations were to not only understand specific behaviors and attitudes, but also to investigate if these behaviors are impacted by culture. A sample of 200 consumers filled out a questionnaire. Findings indicate that culture and language use influence conversations with doctors about drugs and disease. Respondents also reported that DTC advertising motivates them to take better care of their health. The concerns respondents raise are to do with DTC promotions not highlighting the risks associated with the drugs. Implications for advertising and public policy are discussed.
ISSN:2330-4103