Taking Repeated Exposure into Account: An Experimental Study of Direct-To-Consumer Prescription Drug Television Ad Effects

Abstract

Introduction: Little is known about how repeated exposure to direct-to-consumer prescription drug promotion can impact consumers’ retention and perceptions of drug information. The study described here tested the effects of varied ad exposure frequency on these outcomes. Methods: In an in-person experiment, participants with seasonal allergies (n = 616) were randomized to view a mock prescription drug television ad either once, twice, or four times within 1 h of television programming, embedded with six commercial breaks. Respondents then answered a 20-min survey administered via computer. Results: Those who viewed the ad more frequently were better able to recall both risk (X² = 20.93, p < .001) and benefit information (X² = 9.34, p = .009) and to recognize risk (F(2,597) = 11.89, p = .001) and benefit information (F(2,597) = 3.17, p = .043) than those who viewed the ad one time. Ad exposure frequency was not associated with perceptions about the magnitude or likelihood of risks or benefits. In general, risk information seemed to require more repetitions than benefit information to be accurately remembered. The recall was mediated by elaborate processing. Discussion: Effects on memory were small; retention of both risks and benefits remained low overall even after four exposures.

Supplementary material

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Correction Statement

Authors’ notes: This study was granted an exemption by FDA’s Research Involving Human Subjects Committee and RTI International’s Institutional Review Board. The data that support the findings of this study are available from the corresponding author, KB, upon reasonable request. Use of brand names in this research does not imply endorsement by FDA. This article reflects the views of the authors and should not be construed to represent FDA’s views or policies.

This article has been republished with minor changes. These changes do not impact the academic content of the article.

Additional information

Funding

This work was supported by the U.S. Department of Health and Human Services [HHSF223201400478G].