Direct-to-Consumer Advertisements of Prescription Medications Over the Internet

Abstract

This study sought data on the impact of direct-to-consumer (DTC) advertisements and both intentions and frequency to seek more information about the drug being advertised. Data were collected from 498 college students regarding intention to seek and how frequently they obtained more information about prescription medications. For intentions, grocery or pharmacy and radio advertisements were associated with lesser intentions. For frequency, Internet advertisements were associated, while newspaper and spam e-mail advertisements were not. Types of sources associated with seeking additional information were doctor, Internet, and 1-800 information numbers. A significant interaction existed for seeing Internet advertisements for drugs and then seeking additional information from a doctor and not from the Internet. In conclusion, Internet advertising is associated with seeking additional information from a reliable source such as a doctor.

KEYWORDS:

• advertising
• attitude
• consumer health information
• internet
• pharmaceutical industry
• physicians

Portions of this manuscript were presented at the 20th Greater New York Conference on Behavioral Research, New York, NY, November 14, 2008.

Notes

Note. (R) = reverse coded, MHLC = Multidimensional Health Locus of Control.

Note. (R) = reverse coded, MHLC = Multidimensional Health Locus of Control. Television advertisements not included in the analysis as there was no reference group of “no” since all participants responded “yes.” Adjusted R ² : Model 1: 0.31, Model 2: 0.32, Model 3: 0.33, Model 4: 0.35, Model 5: 0.35, Model 6: 0.39.

#p < .10. ∗p < .05. ∗∗p < .01. ∗∗∗p < .001.

Note. (R) = reverse coded, MHLC = Multidimensional Health Locus of Control. Television advertisements not included in the analysis as there was no reference group of “no” since all participants responded “yes.” Adjusted R squared: Model 1: 0.23, Model 2: 0.22, Model 3: 0.32, Model 4: 0.38, Model 5: 0.39, Model 6: 0.45, Model 7: 0.50.

#p < .10. ∗p < .05. ∗∗p < .01. ∗∗∗p < .00.