International Journal of Pharmaceutical and Healthcare Marketing: Volume 7 Issue 3

A review of research on direct‐to‐consumer advertising of prescription drugs: Directions for future research

Avinandan Mukherjee, Yam Limbu, Isaac Wanasika

The purpose of this paper is to review empirical research on direct‐to‐consumer advertising (DTCA) of prescription drugs published in journals over the period from 1997 to 2012.

Pharmaceutical advertising practitioners' approach to trust and emotion

Jennifer Ball, Michael Mackert

Studies of direct‐to‐consumer pharmaceutical advertising (DTCA) have examined the views of consumers and healthcare providers but the perspective of pharmaceutical advertisers has…

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

Sooyeon Nikki Lee‐Wingate, Ying Xie

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…

An experimental examination of consumer attitudes, behavioral intentions, and information search behavior after viewing a predictive genetic test direct‐to‐consumer advertisement

Brent Rollins, Shravanan Ramakrishnan, Matthew Perri

Predictive genetic tests (PGTs) have greatly increased their presence in the market, and, much like their pharmaceutical peers, companies offering PGTs have increasingly used…

Consumers' evaluation of brief summary formats of print direct‐to‐consumer advertisements

Nilesh Bhutada, Aparna Deshpande, Ajit Menon, Matthew Perri

The paper's aim is to measure the effect of various brief summary formats on consumers' drug‐related knowledge, evaluations of ad information, ad believability, attitudes towards…

Pharmaceutical direct-to-consumer advertising: past, present, and future

Avinandan Mukherjee, Yam B. Limbu