Disease awareness advertising (DAA) in emerging economy: A comparison between views of consumers and pharmaceutical professionals

Banerjee, Saikat; Dash, Sampada Kumar

doi:10.1080/07359683.2018.1490554

Cited by 2 publications

(2 citation statements)

References 43 publications

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“…But in the absence of the knowledge that one is being exposed to a promotional message, covert advertising may catch consumers unawares. Second, the available literature clarified that awareness websites operated by NGOs/NPOs or those co-sponsored by NGOs/NPOs are considered more trustworthy than those run by the pharmaceutical industry, and the former are perceived as more trustworthy than branded drug websites (Banerjee & Dash, 2018;DeLorme et al, 2011;Hammond, 1987;Hayley, 1996;Huh & Shin, 2015;Sullivan et al, 2016).…”

Section: Consumers' Perceptions Of Awareness Websitesmentioning

confidence: 99%

The Boon and Bane of Covert Advertising

Dan,

Mahlmeister

2023

EJHC

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When pharmaceutical companies operate disease-awareness websites, they are required to give complete and accurate information to consumers, but at the same time, they are seeking to increase revenue. In most countries, direct-to-consumer advertising for prescription drugs (DTCA) is prohibited; thus, such websites are among the few means by which pharmaceutical companies can communicate directly with consumers. Yet, our understanding of consumers’ perceptions of such websites remains limited, especially in contexts where DTCA is disallowed. This research attempted to elucidate this issue via a qualitative mixed methods study, including an intervention, tasks, think-alouds, and open questions with German consumers (N = 46). Our results indicated that consumers’ evaluations of a stimulus website about premature ejaculation, which were largely positive at first, changed when people became aware that it was operated by a pharmaceutical company. While respondents were cognisant of most or all the treatment options for the medical condition that were presented on the website, they were most aware of the availability of a prescription drug. Most were able to find out the name of that drug, which was not mentioned on the website, within minutes. We concluded that this form of covert advertising is best characterised as a double-edged sword.

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Section: Consumers' Perceptions Of Awareness Websitesmentioning

confidence: 99%

The Boon and Bane of Covert Advertising

Dan,

Mahlmeister

2023

EJHC

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“…Contrary to product-claim DTCA, help-seeking DTCA has received much less attention from researchers with fewer studies examining help-seeking DTCA effects than those examining product-claim DTCA. Findings from the extant research suggest that consumers tend to view help-seeking DTCA as believable and informative (Banerjee and Dash, 2018). They also would likely seek more information and talk to their doctor about the disease and its treatment after exposure to such ads (Hall et al, 2011).…”

Section: Introductionmentioning

confidence: 99%

Comparison of the effects of help-seeking and product-claim direct-to-consumer advertising (DTCA) and the underlying mechanism

Darmawan

Huh³

2021

IJPHM

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Purpose The purpose of this paper is to evaluate the differential effects of help-seeking and product-claim direct-to-consumer advertising (DTCA) on consumers’ attitude toward the ad, intention to seek information and intention to see a doctor. This paper also seeks to examine the underlying mechanism of these effects and the moderating role of advertising literacy. Design/methodology/approach An online experiment was conducted with 130 adults who experienced narcolepsy symptoms and experimental stimuli promoting a fictitious drug for narcolepsy. Findings Help-seeking DTCA generated lower persuasion knowledge activation than product-claim DTCA, resulting in lower skepticism, more favorable attitude toward the ad and higher behavioral intentions. The effects of ad type were stronger among consumers with higher advertising literacy. Originality/value This is the first study that provides a thorough examination of the underlying mechanism of the differential effects of help-seeking vs product-claim DTCA as well as the roles of consumers’ advertising literacy on ad outcomes.

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Disease awareness advertising (DAA) in emerging economy: A comparison between views of consumers and pharmaceutical professionals

Cited by 2 publications

References 43 publications

The Boon and Bane of Covert Advertising

The Boon and Bane of Covert Advertising

Comparison of the effects of help-seeking and product-claim direct-to-consumer advertising (DTCA) and the underlying mechanism

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