Variables Associated With Seeking Information From Doctors and the Internet After Exposure to Direct-to-Consumer Advertisements for Prescription Medications

Abstract

This study examines variables associated with seeking information from doctors, the Internet, and a combination of both doctors and Internet after exposure to direct-to-consumer advertisements. Data were analyzed from 462 college students. Younger age, women, and health insurance were associated with greater odds for doctor; women, subjective norms, intentions, and greater time since seen doctor were associated with greater odds for Internet; and African American, Hispanic, subjective norms, intentions, and health insurance were associated with greater odds for both doctor and Internet. Marketers of direct-to-consumer advertisements can use these findings for tailoring and targeting direct-to-consumer advertisements.

KEYWORDS:

• information seeking behavior
• advertising
• internet
• physicians
• pharmaceutical industry
• consumer health information

Notes

Note. Internet category has one missing response; friend, relative, or neighbor with medical training category has two missing responses.

Note. OR = odds ration; CI = confidence interval. South Asian and Other had too few individuals in the analysis comparing Internet only to the reference group.