Effect of Risk Disclosures on Prescription Drug Advertising: The Moderating Role of Need-For-Cognition, Involvement, and Dogmatism - Couverture souple

Fosu, Ignatius

 
9783639197556: Effect of Risk Disclosures on Prescription Drug Advertising: The Moderating Role of Need-For-Cognition, Involvement, and Dogmatism
Couverture souple
ISBN 10 : 3639197550 ISBN 13 : 9783639197556
Editeur : VDM Verlag, 2009

Synopsis

In February 2004, the Food and Drug Administration (FDA) issued draft guidelines for presenting risk information in prescription drug advertisements. The effectiveness of the proposed formats is unknown. This work involved an experimental examination of the effects of three FDA-recommended risk disclosure options on responses to the ad. The findings suggest that each of the recommended risk disclosure options contain sufficient information for evaluating prescription drug advertisements. Of the three versions tested, the ads with least amount of information were the most desirable. Results also revealed that involvement influenced ad credibility, attitude-toward-the-ad, and brand interest, while drug type influenced attitude-toward-the-ad, brand interest, and purchase intention. Ad version influenced purchase intention indirectly through brand interest. This book, therefore, provides new insights to drug advertisers, advertising researchers, and policymakers on the effectiveness of risk disclosure options in prescription drug advertising.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

In February 2004, the Food and Drug Administration (FDA) issued draft guidelines for presenting risk information in prescription drug advertisements. The effectiveness of the proposed formats is unknown. This work involved an experimental examination of the effects of three FDA-recommended risk disclosure options on responses to the ad. The findings suggest that each of the recommended risk disclosure options contain sufficient information for evaluating prescription drug advertisements. Of the three versions tested, the ads with least amount of information were the most desirable. Results also revealed that involvement influenced ad credibility, attitude-toward-the-ad, and brand interest, while drug type influenced attitude-toward-the-ad, brand interest, and purchase intention. Ad version influenced purchase intention indirectly through brand interest. This book, therefore, provides new insights to drug advertisers, advertising researchers, and policymakers on the effectiveness of risk disclosure options in prescription drug advertising.

Biographie de l'auteur

Ignatius Fosu, Ph.D., (Alabama). Assistant professor, advertising & public relations sequence, Lemke Department of Journalism, University of Arkansas. His research interests include consumer response to prescription drug advertising, children and advertising, and responses to sex appeals in advertising messages.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
VDM Verlag
Date d'édition
2009
Langue
anglais
ISBN 10 
3639197550
ISBN 13 
9783639197556
Reliure
Broché
Nombre de pages
68
Coordonnées du fabricant
non disponible
Personne responsable
non disponible