Responses to direct-to-consumer advertising in Australia: Comparing experience

Title: Responses to direct-to-consumer advertising in Australia: Comparing experience
Creator: Goodall, Stephen; Viney, Rosalie; Street, Deborah; Waller, David S.; Zhao, Fei Li
Relation: Health marketing quarterly Vol. 39, Issue 4, p. 398-409
Publisher Link: http://dx.doi.org/10.1080/07359683.2022.2124052
Publisher: Routledge
Resource Type: journal article
Date: 2022
Description: AbsractThis paper examines the potential effect of Direct-to-Consumer (DTC) advertising on consumers' behavioral intentions in relation to a medical issue. Using an online experiment, 1295 people were randomized to two information conditions. One group watched an advertisement for a hypothetical cold sore medicine, while a second (control) group did not view the advertisement, before both groups answered questions on symptoms. The responses were analyzed based on group allocation and the respondents' experience with cold sores. Results indicate that those who viewed the advertisement were more likely to choose the product, and the advertisement had larger effects based on consumer experience.
Subject: DTC advertising; experience; experiment; advertising
Identifier: http://hdl.handle.net/1959.13/1489821
Identifier: uon:52780
Identifier: ISSN:0735-9683
Language: eng
Reviewed

		Thumbnail	File	Description	Size	Format