This paper examines the relationships between consumer knowledge about prescription drug advertising and its regulation and consumer previous exposure to prescription drug advertising and consumer attitudes towards Direct-To-Consumer Prescription Drug Advertising (DTCA) in Australia. The authors collected usable data from 863 consumers from 25 healthcare businesses. The findings illustrate that there is a negative relationship between consumer knowledge and the level of consumer support for DTCA and that previous consumer exposure to prescription drug advertising plays a central role in consumer support for DTCA.
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