An exploratory study of older adults' perceptions of DTCA for prescription medications
Jones, Sandra C. and Mullan, Judy. (2004). An exploratory study of older adults' perceptions of DTCA for prescription medications. Australian and New Zealand Marketing Academy (ANZMAC) Conference 2004. Victoria University, Wellington, New Zealand 29 Nov - 01 Dec 2004 Wellington, New Zealand: Australian and New Zealand Marketing Academy.
|Authors||Jones, Sandra C. and Mullan, Judy|
There are many arguments for and against Direct-To-Consumer-Advertising (DTCA) and their impact on the consumer. A study involving 97 older consumers was carried out to investigate their perceptions about long or short versions of written DTCA for arthritis or diabetes medication. The results indicate that even though the ads may improve doctor-patient discussion about medications, they would not necessarily empower them to make decisions. Some of the consumers also believed that DTCA might cause people to ask for inappropriate medicines, become confused and possibly stop seeking medical advice.
|Keywords||Direct-to-consumer advertising (DTCA); older adults; pharmaceuticals|
|Publisher||Australian and New Zealand Marketing Academy|
|Web address (URL)||https://web.archive.org/web/20050206143813/http://www.vuw.ac.nz/anzmac/|
|Open access||Open access|
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|Book title||Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2004|
|Web address (URL) of conference proceedings||https://webarchive.nla.gov.au/awa/20080223010515/http://pandora.nla.gov.au/pan/25410/20050805-0000/184.108.40.206_8081/WWW/ANZMAC2004/CDsite/authors.html|
|Research Group||Centre for Health and Social Research|
|Place of publication||Wellington, New Zealand|
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