When Numbers Count: Framing, Subjective Numeracy, and the Effects of Message Quantification in Direct-to-Consumer Prescription Drug Advertisements

Abstract

In this study, two experiments were designed to examine the persuasive effects of message quantification. Experiment 1 showed that subjects with a low level of numeracy responded more favorably to a direct-to-customer (DTC) ad presenting a quantified description of the benefits and risks of a drug than to an ad using broad language. Experiment 2 revealed that when a DTC ad emphasized the positive consequences of taking the medicine, a quantified message was more effective than using broad statements. In contrast, when an ad focused on the negative consequences of not taking the medicine, the effects of message quantification were minimal.

KEYWORDS:

• framing
• message quantification
• numeracy
• prescription drug advertising