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An exploratory study of older adults' perceptions of DTCA for prescription medications
Jones, Sandra C. Mullan, Judy
Jones, Sandra C.
Mullan, Judy
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Abstract
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
Date
2004
Type
Conference paper
Journal
Book
Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2004
Volume
Issue
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Article Number
ACU Department
ACU Engagement
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DOI
Open Access Status
Open access
License
All rights reserved
File Access
Open