Direct-to-Consumer Advertising of Predictive Genetic Tests: A Health Belief Model Based Examination of Consumer Response

Rollins, Brent L.; Ramakrishnan, Shravanan; Perri, Matthew

doi:10.1080/07359683.2014.936295

Cited by 10 publications

(5 citation statements)

References 23 publications

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“…From a theoretical perspective, these results contribute to existing research on brand fit and brand partnerships by showing that brand advertisements from an independent firm (i.e., not an organization focused on a cause) may influence consumers' intentions to engage in desirable health behaviors. While the health belief model has been applied to the advertisements of health‐related products such as pharmaceuticals (Mackert & Love, 2011 ) and genetic testing (Rollins et al, 2014 ), to our knowledge, it has never been used to explore the relationship between independent brand advertisements and public health behaviors. Hence, this research has important theoretical implications for using advertising as a way to engage and motivate consumers to improve their overall well‐being.…”

Section: Discussionmentioning

confidence: 99%

Can advertising enhance consumers' desirable COVID‐19 health behavioral intentions? The role of brand‐pandemic fit

Özsomer

Güzel

Newmeyer³

et al. 2022

J of Consumer Behaviour

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This article explores the fit between the advertised brand and the pandemic as a potential influence on consumers' intentions to engage in socially responsible health behaviors (social distancing, mask wearing, and getting tested when exposed). In an advanced and emerging market setting we find that advertisements for brands that are perceived as high on brand-pandemic fit enhance consumers' socially desirable COVID-19 health behavioral intentions and changes in brand credibility is the mechanism that drives such intentions. Fit is especially beneficial on the intentions of consumers whose health beliefs reflect only low to moderate concern about COVID-19.Consumers with low or moderate (vs. high) COVID-19 health beliefs exhibit an increased susceptibility to the fit-desirable health behavioral intentions relationship.The results are also corroborated in an emerging market context. Together, the results establish links between brand-pandemic fit of advertisements, brand credibility, health beliefs, and consumers' intentions to engage in socially desirable health behaviors. The results suggest that advertising can play a role in encouraging desirable health behaviors and can promote consumer welfare via ads of high fit products and services that provide benefits during the pandemic in both advanced and emerging markets. | INTRODUCTIONIn March of 2020 the world was rocked as a global pandemic was declared due to the COVID-19 virus. Restrictions to prevent the spread of COVID-19 abounded. As consumers tried to make-sense of the crisis, they were also expected to engage in behaviors such as social distancing, getting tested if exposed and mask wearing. Brand advertisers tried to adjust to the unprecedented context. The majority of advertisers reduced or eliminated advertising spending in the short-term at the onset of the pandemic (Interactive Advertising Bureau, 2020). Many brands that did not eliminate advertising adapted their content to the pandemic to reflect health, community, and helping themes (Balis, 2020). In the spirit of celebrating St. Patrick's Day differently, Guinness highlighted the idea of human resilience. Other brands, such as Apple, focused on creativity, and Burger King promoted responsible citizenship by making whoppers at home (Buller & Scott, 2020). Very few of these advertisements actually focused on a specific product or service, but instead most led with an emotional appeal.However, some products and services did focus on specific attributes that were particularly useful for consumers during the pandemic, directly addressing problems and challenges that the pandemic introduced (Balis, 2020). Hand sanitizers and house cleaning products (e.g., Lysol) promised to get rid of viruses, provide effective sanitation, and help keep families safe. The services of online retailing platforms like Amazon and food delivery services solved an important pandemic-related challenge, as consumers increasingly needed goods delivered to their homes (Ludwig, 2021). Yet, some brands such as Pepsi continued to adv...

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Section: Discussionmentioning

confidence: 99%

Can advertising enhance consumers' desirable COVID‐19 health behavioral intentions? The role of brand‐pandemic fit

Özsomer

Güzel

Newmeyer³

et al. 2022

J of Consumer Behaviour

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“…This would be in line with the predictions of the health belief model. 45 A quantitative investigation to assess the effect of factors such as disease severity in people with RA, on their family members' perceptions of risk and orientation towards predictive testing, is needed to test this hypothesis.…”

Section: Discussionmentioning

confidence: 99%

Perceptions of risk and predictive testing held by the first-degree relatives of patients with rheumatoid arthritis in England, Austria and Germany: a qualitative study

et al. 2016

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ObjectivesThe family members of patients with rheumatoid arthritis (RA) are at increased risk of developing RA and are potential candidates for predictive testing. This study explored the perceptions of first-degree relatives of people with RA about being at risk of RA and engaging in predictive testing.Methods34 first-degree relatives (siblings and offspring) of patients with RA from the UK, Germany and Austria participated in semistructured interviews about their perceptions of RA risk and the prospect of predictive testing. Interviews were audio-recorded, transcribed verbatim and analysed using thematic analysis.ResultsFirst-degree relatives were aware of their susceptibility to RA, but were unsure of the extent of their risk. When considering their future risk, some relatives were concerned about the potential impact that RA would have on their lives. Relatives were concerned that knowing their actual risk would increase their anxiety and would affect decisions about their future. Also, relatives were concerned about the levels of uncertainty associated with predictive testing. Those in favour of knowing their future risk felt that they would need additional support to understand the risk information and cope with the emotional impact of this information.ConclusionsIdentifying individuals at risk of RA may allow targeted interventions to reduce the risk and consequence of future disease; however, relatives have concerns about predictive testing and risk information. The development of strategies to quantify and communicate risk needs to take these views into account and incorporate approaches to mitigate concerns and minimise the psychological impact of risk information.

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“…The interest in GT seemed to increase only when the information received was positive [ 49 ], when people felt they would regret not taking the test [ 54 ] or, in the case of parents, when they could learn about their child’s decreased risks [ 50 ]. Survey respondents who perceived greater threat from disease had significantly greater behavioral intentions to talk to their doctor and search for more information about the test, even if it did not affect their plans to take the test [ 61 ]. Additionally, when people were informed about the risks of DTC testing, they became less interested in getting GT [ 36 ].…”

Section: Resultsmentioning

confidence: 99%

Internet-Based Direct-to-Consumer Genetic Testing: A Systematic Review

Covolo¹,

Rubinelli²,

Ceretti³

et al. 2015

J Med Internet Res

119

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BackgroundDirect-to-consumer genetic tests (DTC-GT) are easily purchased through the Internet, independent of a physician referral or approval for testing, allowing the retrieval of genetic information outside the clinical context. There is a broad debate about the testing validity, their impact on individuals, and what people know and perceive about them.ObjectiveThe aim of this review was to collect evidence on DTC-GT from a comprehensive perspective that unravels the complexity of the phenomenon.MethodsA systematic search was carried out through PubMed, Web of Knowledge, and Embase, in addition to Google Scholar according to the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) checklist with the key term “Direct-to-consumer genetic test.”ResultsIn the final sample, 118 articles were identified. Articles were summarized in five categories according to their focus on (1) knowledge of, attitude toward use of, and perception of DTC-GT (n=37), (2) the impact of genetic risk information on users (n=37), (3) the opinion of health professionals (n=20), (4) the content of websites selling DTC-GT (n=16), and (5) the scientific evidence and clinical utility of the tests (n=14). Most of the articles analyzed the attitude, knowledge, and perception of DTC-GT, highlighting an interest in using DTC-GT, along with the need for a health care professional to help interpret the results. The articles investigating the content analysis of the websites selling these tests are in agreement that the information provided by the companies about genetic testing is not completely comprehensive for the consumer. Given that risk information can modify consumers’ health behavior, there are surprisingly few studies carried out on actual consumers and they do not confirm the overall concerns on the possible impact of DTC-GT. Data from studies that investigate the quality of the tests offered confirm that they are not informative, have little predictive power, and do not measure genetic risk appropriately.ConclusionsThe impact of DTC-GT on consumers’ health perceptions and behaviors is an emerging concern. However, negative effects on consumers or health benefits have yet to be observed. Nevertheless, since the online market of DTC-GT is expected to grow, it is important to remain aware of a possible impact.

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Direct-to-Consumer Advertising of Predictive Genetic Tests: A Health Belief Model Based Examination of Consumer Response

Cited by 10 publications

References 23 publications

Can advertising enhance consumers' desirable COVID‐19 health behavioral intentions? The role of brand‐pandemic fit

Can advertising enhance consumers' desirable COVID‐19 health behavioral intentions? The role of brand‐pandemic fit

Perceptions of risk and predictive testing held by the first-degree relatives of patients with rheumatoid arthritis in England, Austria and Germany: a qualitative study

Internet-Based Direct-to-Consumer Genetic Testing: A Systematic Review

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