Abstract:
:Although exposure to direct-to-consumer prescription drug advertising (DTCA) is reported to influence the public's beliefs about diseases, no research has investigated how DTCA may affect the extent of consumers' optimistic bias about the future risk of diseases. Based on a survey with members of an online consumer panel (n = 699), the current study revealed that: (a) Consumers exhibited a tendency to believe they were at less risk of developing clinical depression in the future than their peers, demonstrating an optimistic bias. (b) Exposure to antidepressant DTCA acted to reduce the extent of such bias, especially when consumers were less skeptical of prescription drug advertising. When consumers were highly skeptical, DTCA exposure did not significantly relate to the extent of optimistic bias. (c) Once formed, the extent of optimistic bias negatively related to consumers' intention to seek information about depression. Implications of the research for the theory and practice of DTCA were discussed.
journal_name
Health Communjournal_title
Health communicationauthors
Park JS,Ju I,Kim KEdoi
10.1080/10410236.2013.785318subject
Has Abstractpub_date
2014-01-01 00:00:00pages
586-97issue
6eissn
1041-0236issn
1532-7027journal_volume
29pub_type
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