TY - JOUR
T1 - Consumers Young and Old
T2 - Segmenting the Target Markets for Direct-to-Consumer Prescription Drug Advertising
AU - Ball, Jennifer
AU - Manika, Danae
AU - Stout, Patricia
PY - 2011/10/1
Y1 - 2011/10/1
N2 - Direct-to-consumer pharmaceutical advertising (DTCA) studies have typically focused on older adults or a general population of adults. However, college students are viable targets for DTCA and are receiving more research attention in this area. In this article, we compare college students with two adult age segments. Our findings indicate all age groups had relatively high awareness of DTCA and similar attitudes and behavioral responses to the ads. However, there were significant differences in media use and health characteristics as well as the factors predicting DTCA ad trust, attitudes, and behavioral intentions. Implications and future research suggestions are discussed.
AB - Direct-to-consumer pharmaceutical advertising (DTCA) studies have typically focused on older adults or a general population of adults. However, college students are viable targets for DTCA and are receiving more research attention in this area. In this article, we compare college students with two adult age segments. Our findings indicate all age groups had relatively high awareness of DTCA and similar attitudes and behavioral responses to the ads. However, there were significant differences in media use and health characteristics as well as the factors predicting DTCA ad trust, attitudes, and behavioral intentions. Implications and future research suggestions are discussed.
KW - attitude
KW - behavior intentions
KW - college students
KW - direct-to-consumer
KW - prescription drug advertising
KW - trust
UR - http://www.scopus.com/inward/record.url?scp=84858669815&partnerID=8YFLogxK
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U2 - 10.1080/07359683.2011.623112
DO - 10.1080/07359683.2011.623112
M3 - Article
C2 - 22054029
AN - SCOPUS:84858669815
SN - 0735-9683
VL - 28
SP - 337
EP - 353
JO - Health Marketing Quarterly
JF - Health Marketing Quarterly
IS - 4
ER -