Disease-specific direct-to-consumer advertising of pharmaceuticals: An examination of endorser type and gender effects on consumers' attitudes and behaviors

Examining the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility

“…The second objective is to examine the impact of consumer demographics on the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility, again based on signalling theory. The past literature (Jones, 2010;Bhutada and Rollins, 2015;Djafarova and Rushworth, 2017) reveals that consumers with different demographics have different reactions towards celebrity endorsers, which could have different effects on other constructs. Consumers who are younger, female and black have been found to be more influenced than other groups by celebrity endorsers (Biswas et al, 2009).…”

“…The impact of consumers' gender on the effects of celebrity trust on advertising credibility, brand credibility and corporate credibility As well as exploring the impact of consumers' age, this study also examines the role of consumers' gender in the influence of celebrity endorsements. The approach used is heavily influenced by previous studies based on selective hypothesis theory, which suggests that men and women process promotional information differently (Meyers-Levy and Sternthal, 1991;Bhutada and Rollins, 2015). According to this theory, men use salient cues to process information and are therefore described as selective processors, while women use relevant information and are described as comprehensive processors (Bhutada and Rollins, 2015).…”

“…The approach used is heavily influenced by previous studies based on selective hypothesis theory, which suggests that men and women process promotional information differently (Meyers-Levy and Sternthal, 1991;Bhutada and Rollins, 2015). According to this theory, men use salient cues to process information and are therefore described as selective processors, while women use relevant information and are described as comprehensive processors (Bhutada and Rollins, 2015). The relevant literature (Meyers-Levy and Sternthal, 1991;Bhutada and Rollins, 2015) on this topic suggests that women are more easily persuaded and accepting of claims than men.…”

Digital Clinical Trials for Substance Use Disorders in the Age of Covid-19

“…Expanding the scope of the boundaries for recruitment may also bring about challenges that require differentiated messaging, support, and tailored resources. 19 …”

Still the Great Debate – "Fair Balance" in Direct-to-Consumer Prescription Drug Advertising Comment on "Trouble Spots in Online Direct-to-Consumer Prescription Drug Promotion: A Content Analysis of FDA Warning Letters"

“…Thus, these ads focus only on the disease state and theoretically eliminate the need for a 'fair balance' of risk and benefit information as no specific product is mentioned and the only distinguishing factor in a disease-specific DTCA being the company name and logo. Beginning in 2010 and up to the present day, we have compared disease-specific DTCA to product-specific DTCA in drug inquiry intention and information seeking behavior, 13 effectiveness from an attitudinal perspective, 14 and animation 15 ; examined celebrity, endorser type, and gender roles in disease-specific DTCA 16,17 ; and, recently, disease-specific DTCA's role in medication adherence. 18 From a consumer response perspective, what has all the research told us?…”