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Do Consumers Avoid Watching Over-the-Counter Drug Advertisements?

Year: 2015

Type: article

Abstract: Do consumers avoid viewing over-the-counter (OTC) pharmaceutical advertisements? And, if so, why? The authors of the current study tested their proposed “Ad Avoidance Model” by surveying a nationally-representative sample of U.S. adults about their reactions to advertisements for OTC drugs (specifically analgesics). The researchers focused on how four advertising-reaction factors—two cognitive (perceived utility and skepticism) and two affective (irritation and attitude toward advertising)—influenced avoidance behaviors. The results revealed that avoidance was directly linked to irritation and attitude, although attitude also partially mediated the relationship between irritation and avoidance. Age and socioeconomic status also played roles in these relationships.

Source: Journal of Advertising Research

DOI: 10.2501/jar-2015-022

Authors: Jisu Huh, Denise E. Delorme, Leonard N. Reid

Institutions: University of Minnesota, University of Central Florida, University of Georgia, Virginia Commonwealth University

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: green

OpenAlex ID: W2287144104

FWCI: 9.114

Cites: 49

Cited by: 25

Related to: 10