Attitude Toward Direct-to-Consumer Advertising and Drug Inquiry Intention: The Moderating Role of Perceived Knowledge

Abstract

This study examined how consumers' general attitude toward direct-to-consumer advertising (DTCA) influenced their drug inquiry intent, and whether the relationship between attitude toward DTCA and drug inquiry intent was moderated by their perceived knowledge of health and medicine. Results showed that those with favorable views of DTCA were more likely to inquire and request an advertised drug they saw. The effect was greater in magnitude for consumers with high perceived knowledge in health and medicine, however, than for those with low perceived knowledge.

The author thanks the anonymous reviewers for the insightful comments. Funding was provided by the Office of Research and Sponsored Programs at Kansas State University. An earlier version of this study was presented at the 2006 annual meeting of the International Communication Association, Dresden, Germany.

Notes

N=203.

N = 189.

β values are standardized regression coefficients.

∗p < .05

∗∗p < .01

∗∗∗p < .001

N = 189.

β values are standardized regression coefficients.

∗p < .05

∗∗p < .01

∗∗∗p < .001