Antidepressant direct-to-consumer prescription drug advertising and public stigma of depression: the mediating role of perceived prevalence of depression

Abstract

This study examines whether memory of antidepressant direct-to-consumer (DTC) prescription drug advertising is associated with the public stigma attached to depression. Results indicate that those who better remember antidepressant DTC ads tend to have a higher perceived prevalence of depression (i.e., more people suffer from depression). And, the perceived prevalence of depression is inversely associated with the public stigma toward depression. That is, those who have a higher perceived prevalence of depression report that they are more supportive of and comfortable with people who have depression. The results suggest that the perceived prevalence of depression is a mediating variable that accounts for the relationship between memory of antidepressant DTC ads and the public stigma toward depression. The implications and limitations of the study, as an exploratory investigation, are discussed.

Keywords:

• Antidepressant advertsing
• depression
• stigma

Additional information

Notes on contributors

Hyun Seung Jin

Hyun Seung Jin (Ph.D., University of North Carolina at Chapel Hill) is a Senior Lecturer in the School of Advertising, Marketing & Public Relations at Queensland University of Technology in Brisbane, Australia. He is an international scholar in the College of Politics and Economics at Kyung Hee University in Seoul, Korea.