The influence of message framing and message familiarity on direct-to-consumer (DTC) antidepressant advertising

Abstract

Studies examining message framing effects have yielded conflicting findings. Some studies have found that positively framed messages are more persuasive than negatively framed ones, whereas other studies have reported reverse outcomes. The objective of this study is to explore a theoretical explanation for the conflicting results in message framing research in the context of direct-to-consumer pharmaceutical advertising. The findings support that message familiarity determines the effectiveness of message framing. Our results also support that attitudes toward the ad predict consumers’ intentions to ask doctors (1) for more information about the advertised drug, and (2) to prescribe the advertised drug. Other findings and implications are discussed.

Keywords:

• Direct-to-consumer advertising
• Pharmaceutical advertising
• Message familiarity
• Message framing
• Involvement

Additional information

Notes on contributors

Wan S Jung

Wan Jung is a lecturer at the University of Wisconsin-Eau Claire. He earned his Ph.D and MA from the University of Florida and BA from Chung-Ang University in Korea.

Eun Soo Rhee

Eun Soo Rhee is an assistant professor at the University of Wisconsin-Eau Claire. She earned her Ph.D and MA from the University of Florida and BA from Han-Yang University in Korea.

Jihye Kim

Jihye Kim is a doctoral student at the University of Florida in Gainesville. She earned her MA from the University of Florida and BA from Korea University in Korea.