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Abstract

Unlike most advertising, direct-to-consumer (DTC) prescription drug advertising on television frequently contains warnings. Because of the brevity of the warning message, a follow-up source with more detailed information is given. This research examined the reported likelihood of using several follow-up sources as well as their beliefs about the completeness/accuracy and ease of access of those sources. Also examined were various other beliefs and attitudes associated with DTC prescription drug television advertising. Participants reported that they would more likely to use certain follow-up sources such as the Internet more than other sources such as an advertisement in a particular magazine and believed that certain sources provide more complete/accurate and more accessible information than other sources. The results indicate that the Internet is a growing information source that people use to find out more about prescription drugs viewed in advertisements. Participants' responses indicate skepticism about the goals and content of DTC prescription drug advertising, although the responses also indicate that they believe that there are potential benefits of such advertising. Implications for research in risk communication and warnings are discussed.

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Use of Information Sources Referenced in and Attitudes about Televised DTC Prescription Drug Advertisements

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