The influence of the number of presented symptoms in product‐claim direct‐to‐consumer advertising on behavioral intentions

Abstract

Purpose

In order to improve the effectiveness of product‐claim direct‐to‐consumer advertising (DTCA), the current research examines the effect of a presentational element – the number of treatable symptoms for the advertised medical condition featured in the ad – on consumers' intentions to seek treatment.

Design/methodology/approach

Ninety‐five participants recruited at a mall in the northeastern US provided data on behavioral and attitudinal intentions regarding a product‐claim print DTCA for an antidepressant.

Findings

Featuring a high (vs low) number of symptoms improved the effectiveness of the product‐claim DTCA. Seeing more symptoms led to heightened perceptions of informativeness, lower persuasive intent, and higher intentions to discuss the advertised ailment and the advertised drug with the doctor. Perceptions of disease prevalence mediated this influence. The perceived impact of each symptom featured in the DTCA was controlled across experimental conditions.

Research limitations/implications

This research contributes to the healthcare marketing literature by demonstrating how managing a presentational element in DTCA influences consumers' metacognitive processing of the health information and consequently their intentions to engage in health‐related behaviors.

Practical implications

Within the regulatory boundaries, pharmaceutical marketers may wish to increase the number of treatable symptoms to feature in their product‐claim DTCA in order to improve the effectiveness.

Social implications

Within the regulatory boundaries, pharmaceutical marketers may wish to increase the number of treatable symptoms to feature in their product‐claim DTCA in order to improve the effectiveness.

Originality/value

This research builds on the extant literature of examining consumer perceptions of DTCA, and suggests a practical and metacognitive means to improve consumer perceptions to ultimately enhance DTCA effectiveness.

Citation

Nikki Lee‐Wingate, S. and Xie, Y. (2013), "The influence of the number of presented symptoms in product‐claim direct‐to‐consumer advertising on behavioral intentions", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 7 No. 3, pp. 265-284. https://doi.org/10.1108/IJPHM-05-2013-0025