Healthy Skepticism Library item: 3971

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

Morris LA, Mazis MB, Brinberg D.
Risk disclosures in televised prescription drug advertising to consumers
Journal of Public Policy & Marketing 1989; 8:64-80

Abstract:

Advertising prescription drugs directly to the public is a marketing strategy currently being considered by several manufacturers. However, direct-to-consumer advertising is discouraged because federal regulations mandate extensive disclosure of product risks within television commercials. An experimental study of 676 subjects was performed to examine the impact of risk disclosure variations in television commercials on awareness and knowledge of both the warnings and the promotional messages. The amount, specificity, and format of risk information contained in the ads was varied while the promotional message remained constant. Results indicated a “trade-off” in risk/benefit communications. Risk disclosures that produced greater risk awareness and knowledge also reduced promotional message awareness and knowledge.

Keywords:
*controlled trial/United States/regulation of promotion/DTCA/direct-to-consumer advertising/broadcast advertisements/safety & risk information/ consumer behaviour & knowledge/EVALUATION OF PROMOTION: DIRECT-TO-CONSUMER ADVERTISING/INFLUENCE OF PROMOTION: CONSUMERS AND PATIENTS