Aliterate Consumers’ Processing of Drug Risk Information inDirect-to-Consumer Pharmaceutical Advertising

Jae, Haeran; DelVecchio, Devon

doi:10.1080/08911762.2021.1939470

Journal of Global Marketing

2021

DOI: 10.1080/08911762.2021.1939470

|View full text |Cite

Aliterate Consumers’ Processing of Drug Risk Information inDirect-to-Consumer Pharmaceutical Advertising

Haeran Jae

Devon DelVecchio

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...

Citation Types

Supporting

Mentioning

Contrasting

Year Published

2023

2024

Publication Types

Select...

Article3

Relationship

Self Cite0

Independent3

Authors

Journals

Cited by 3 publications

References 92 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

Is Darker More Effective? The Effect of Package Color Lightness on Consumer Judgment of Product Efficacy

Zheng,

Liu,

Zheng

2024

Psychology and Marketing

View full text Add to dashboard Cite

Product efficacy is a crucial consideration in consumer's purchasing decisions. However, assessing product efficacy is often challenging for consumers owing to its unobservability, thus prompting them to depend on observable cues for evaluation. This research examines the impact of a visually perceptible cue—package color lightness—on consumer judgment of product efficacy. Using a field study and three experimental studies, we demonstrate that consumers perceive products with darker‐colored (vs. lighter‐colored) packages as having a higher concentration of ingredients, leading them to judge the products as more (or less) effective. Nonetheless, this perception also leads to an associated concern regarding side effects. We further uncover that consumption goals—whether prioritizing effectiveness or safety—moderate consumer preference for products in darker‐colored versus lighter‐colored packaging. These findings enrich existing literature on color and product efficacy judgment and provide insights for marketers focused on efficacious products and visual design.

show abstract

Is Darker More Effective? The Effect of Package Color Lightness on Consumer Judgment of Product Efficacy

Zheng,

Liu,

Zheng

2024

Psychology and Marketing

View full text Add to dashboard Cite

show abstract

Behavioral Science Foundations for Global Marketing Research and Practice: The Model of Goal-Directed Behavior

Bagozzi

2024

Journal of Global Marketing

View full text Add to dashboard Cite

Characteristics of Aliterate Consumers and Their Responses to Advertising and Non-Advertising Communications

DelVecchio

Jae

2023

Journal of Promotion Management

View full text Add to dashboard Cite

scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.

Contact Info

customersupport@researchsolutions.com

10624 S. Eastern Ave., Ste. A-614

Henderson, NV 89052, USA

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Blog Terms and Conditions API Terms Privacy Policy Contact Cookie Preferences Do Not Sell or Share My Personal Information

Made with 💙 for researchers

Part of the Research Solutions Family.

Aliterate Consumers’ Processing of Drug Risk Information inDirect-to-Consumer Pharmaceutical Advertising

Cited by 3 publications

References 92 publications

Is Darker More Effective? The Effect of Package Color Lightness on Consumer Judgment of Product Efficacy

Is Darker More Effective? The Effect of Package Color Lightness on Consumer Judgment of Product Efficacy

Behavioral Science Foundations for Global Marketing Research and Practice: The Model of Goal-Directed Behavior

Characteristics of Aliterate Consumers and Their Responses to Advertising and Non-Advertising Communications

Contact Info

Product

Resources

About