The Information Utility of DTC Prescription Drug Advertising

Abstract

This study examined consumer perceptions of the information utility of direct-to-consumer advertising, focusing particularly on how older consumers respond to this unique form of advertising. Consumers are neutral, not positive, about the information utility of DTC ads, but perceptions vary by demographic and predispositional variables. Older consumers are less negative and see more usefulness in DTC advertising than younger consumers, especially in terms of its ability to prepare them to ask intelligent questions of their doctors. Regardless of age, however, perceptions of DTC advertising utility were positively associated with health care decision-making behavior, indicating that DTC advertising has value as an educational tool and plays a beneficial role in motivating preventive health care decisions.