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Healthy Skepticism Library item: 17203

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Bhutada NS, Cook CL, Perri M 3rd.
Consumers responses to coupons in direct-to-consumer advertising of prescription drugs.
Health Mark Q 2009; 26:(4):333-46
http://www.ncbi.nlm.nih.gov/pubmed/19916098?itool=EntrezSystem2.PEntrez.Pubmed.Pubmed_ResultsPanel.Pubmed_RVDocSum&ordinalpos=2


Abstract:

A study was conducted to understand the influence of coupons and consumers’ level of involvement in direct-to-consumer advertising. Consumers exposed to prescription drug advertising with a coupon had significantly more favorable ad and brand-related attitudes, and intention to inquire about the drug to their doctor. However, there was no significant difference in perceived product risk between consumers exposed to the ad with a coupon and consumers exposed to the ad without a coupon. Highly involved consumers had significantly more favorable ad, brand, and coupon-related attitudes, drug inquiry intention, and perceptions about the risks associated with the drug.

 

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