Relationship between Consumer Knowledge,Prescription Drug Advertising Exposure and Attitudes towards Direct-to-Consumer Prescription Drug Advertising

Abstract

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.

Keywords

advertising exposure consumer attitudes consumer knowledge drug promotion DTCA pharmaceutical marketing prescription drug advertising

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