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Comparison of the effects of help-seeking and product-claim direct-to-consumer advertising (DTCA) and the underlying mechanism
Ida Darmawan, Hao Xu,
Jisu Huh
Journalism and Mass Communication
Research output
:
Contribution to journal
›
Article
›
peer-review
2
Scopus citations
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Business & Economics
Direct-to-consumer Advertising
79%
Literacy
47%
Attitude toward the Ad
39%
Behavioral Intention
22%
Persuasion Knowledge Model
20%
Online Experiment
18%
Doctors
14%
Consumer Attitudes
14%
Activation
13%
Skepticism
12%
Drugs
11%
Design Methodology
6%
Medicine & Life Sciences
Direct-to-Consumer Advertising
94%
Literacy
50%
Intention
39%
Narcolepsy
37%
Persuasive Communication
20%
Pharmaceutical Preparations
5%
Social Sciences
direct claim
100%
literacy
16%
persuasion
8%
activation
7%
drug
5%
experiment
4%
examination
4%
methodology
4%