We systematically reviewed the research on patients' and prescribers' perceptions of, and
self-reported behaviors prompted by, exposure to direct-to-consumer advertising …

Purpose–The purpose of this paper is to review empirical research on direct‐to‐consumer
advertising (DTCA) of prescription drugs published in journals over the period from 1997 to …

B2B firms spend considerable sums of money on promotional activities to promote their
products and to build brand equity. An increasing proportion of this spending is being …

Pharmaceutical advertising has generated considerable interest among both researchers
and practitioners. This paper analyses overall attitude and scepticism towards both …

This study examines the effect of consumer health‐consciousness on attitude toward dietary
supplements as well as consumer perceptions of supplement risks and benefits when …

Purpose–This study aims to examine how product involvement moderates the effects of
emotional appeals namely humor and endorsers on consumers' responses to direct‐to …

This research investigates the influence that the proliferation of prescription drug advertising
has on consumers' purchase decisions by evaluating how direct-to-consumer advertising …

Objectives The factors determining individuals' self-reported behavioural responses to direct
to consumer advertising of prescription drugs were explored with an emphasis on 'at …

This study is rooted in the research traditions of cultivation theory, construct accessibility,
and availability heuristic. Based on a survey with 221 subjects, this study finds that familiarity …

The pharmaceutical industry in the US recently introduced new self‐regulatory guidelines on
direct‐to‐consumer (DTC) advertising, which some suggest are a response to prolonged …