Effects of exposure to direct-to-consumer television advertising for statin drugs on food and exercise guilt

Krüger, Christopher; Niederdeppe, Jeff; Byrne, Sahara; Avery, Rosemary J.

doi:10.1016/j.pec.2015.05.025

Cited by 9 publications

(2 citation statements)

References 21 publications

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“…For example, in a recent study of data of branded lipid-lowering medications, researchers compared data pre and post approval of major DTCA-related legislation in 2007 leading to positive conclusions such as increase of consumer welfare as well as an increase of sales in the category and for the advertised brands (Mukherji et al, 2017). On the negative side of DTCA, researchers have found cognitive confusion on the intent of the message (information vs persuasion) (Wolfe, 2002),increase of negative emotions such as guilt (Kruger et al, 2015) as well as DTCA fostering unrealistic estimations of the incidence of an illness (Arney and Menjivar, 2014). These reservations of DTCA have motivated researchers to warn of the possible negative effects of DTCA and the need for caution on the part of consumers as well as legislation that limits the use and message traits used by pharmaceutical companies (Kannan et al, 2015).…”

Section: Literature Reviewmentioning

confidence: 99%

Vaccine promotion: impact of risk level on attitudes

Lemanski

Villegas

2018

IJPHM

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Purpose The purpose of this paper is to examine the impact of personal relevance, source credibility and advertising appeal type on the emotional and cognitive processing of a direct to consumer pharmaceutical ad for a meningitis vaccine. Design/methodology/approach A 2 × 2 experiment was used, and path analysis was undertaken to test the hypotheses. Findings Resultant models indicated that unvaccinated (more at risk) and vaccinated (less at risk) participants are persuaded through different pathways. More specifically, vaccinated participants rely more on message credibility than creative strategy to form their cognitive evaluation of the message, whereas non-vaccinated subjects’ cognitive evaluations of the message depend on creative strategy (advertising appeal type) more than message credibility. Differences between individuals who were certain of the vaccine status and those who were not certain of their vaccine status were also apparent. Implications and areas for future research are also presented. Practical implications When using direct to consumer pharmaceutical ad for a vaccine, advertisers should take into account the perceived risk level of and relevance to audience members. Originality/value Personal relevance and risk are issues which impact the effectiveness of different types of advertising appeals, but less prior research has focused on this aspect of the target audience for direct to pharmaceutical vaccine advertisements.

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Section: Literature Reviewmentioning

confidence: 99%

Vaccine promotion: impact of risk level on attitudes

Lemanski

Villegas

2018

IJPHM

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“…From a cognitive perspective, increases in the frequency of DTC advertising on television in the US from 2001 to 2007 were cross-sectionally associated with increases in guilt surrounding failure to engage in healthy lifestyle behaviors ( Kruger et al, 2015 ), which could usefully catalyze behavior change or reflect a detrimental reduction in self-efficacy, an important component of successful behavior change ( Ajzen, 1991 ). Interpretation of these mixed findings is further complicated by the usual caveats of observational research and the fact that advertising expenditure clearly is not determined in isolation, but rather is responsively adjusted to market conditions and sales figures ( Dulisse, 1997 ).…”

Section: Introductionmentioning

confidence: 99%

Direct-to-Consumer Drug Advertisements Can Paradoxically Increase Intentions to Adopt Lifestyle Changes

2016

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Background: Direct-to-consumer (DTC) prescription drug advertisements are thought to induce “boomerang effects,” meaning they reduce the perceived effectiveness of a potential alternative option: non-pharmaceutical treatment via lifestyle change. Past research has observed such effects using artificially created, text-only advertisements that may not adequate capture the complex, conflicting portrayal of lifestyle change in real television advertisements. In other risk domains, individual “problem status” often moderates boomerang effects, such that subjects who currently engage in the risky behavior exhibit the strongest boomerang effects.Objectives: We aimed to assess whether priming with real DTC television advertisements elicited boomerang effects on perceptions of lifestyle change and whether these effects, if present, were moderated by individual problem status.Methods: We assembled a sample of real, previously aired DTC television advertisements in order to naturalistically capture the portrayal of lifestyle change in real advertisements. We randomized 819 adults in the United States recruited via Amazon Mechanical Turk to view or not view an advertisement for a prescription drug. We further randomized subjects to judge either lifestyle change or drugs on three measures: general effectiveness, disease severity for a hypothetical patient, and personal intention to use the intervention if diagnosed with the target health condition.Results: Advertisement exposure induced a statistically significant, but weak, boomerang effect on general effectiveness (p = 0.01, partial R2 = 0.007) and did not affect disease severity score (p = 0.32, partial R2 = 0.0009). Advertisement exposure elicited a reverse boomerang effect of similar effect size on personal intentions, such that advertisement-exposed subjects reported comparatively higher intentions to use lifestyle change relative to drugs (p = 0.006, partial R2 = 0.008). Individual problem status did not significantly moderate these effects.Conclusion: In contrast to previous literature finding large boomerang effects using artificial advertisement stimuli, real television advertisements elicited only a weak boomerang effect on perceived effectiveness and elicited an unexpected reverse boomerang effect on personal intentions to use lifestyle change versus drugs. These findings may reflect real advertisements’ induction of descriptive norms and self-efficacy; future research could address such possibilities by systematically manipulating advertisement content.

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