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Pharmaceutical Advertising: Percepti...

Callahan, Joseph A.,

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Pharmaceutical Advertising: Perception of Pharmaceutical Messages and Consumer Impact /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Pharmaceutical Advertising: Perception of Pharmaceutical Messages and Consumer Impact // Joseph A Callahan.
Author:	Callahan, Joseph A.,
Description:	1 electronic resource (56 pages)
Notes:	Source: Masters Abstracts International, Volume: 86-11.
Contained By:	Masters Abstracts International86-11.
Subject:	Communication. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=32038810
ISBN:	9798314880968

Pharmaceutical Advertising: Perception of Pharmaceutical Messages and Consumer Impact /
Callahan, Joseph A.,

Pharmaceutical Advertising: Perception of Pharmaceutical Messages and Consumer Impact /Joseph A Callahan. - 1 electronic resource (56 pages)

Source: Masters Abstracts International, Volume: 86-11.

This thesis investigates the role of pharmaceutical advertising on consumers' confidence in healthcare providers and consumer's perception of physicians' prescribing practices. Direct-to-consumer advertising (DTCA) is to inform consumers, facilitate patient autonomy, and encourage public education about treatments on offer. In practice, such messages are likely to promote branded medicines by appealing to emotions, exploiting lifestyle images, and negotiating oversimplified indications that can distort understandings of medicine efficacy (Frosch et al., 2007). Even as DTCA advertisement holds the potential to inform and empower consumers, it also risks generating ethical problems and altering attitudes toward physicians' autonomy. Guided by the Theory of Planned Behavior (TPB), a cross-sectional online survey (n = 288), assessed consumer attitudes toward their own ad exposure, perceptions of healthcare providers' ad exposure and decision-making, and consumer levels of trust toward both providers were measured. Results of correlational and regression analyses indicate that attitudes, normative beliefs, and perceived exposure to advertisements predict expectations that providers will base treatment choices on advertisements. Conversely, perceived provider competence is negatively correlated with these expectations and is the sole significant predictor of trust in providers. These findings show that while media environment and social norms influence expectations about provider conduct, trust rides on perceived professional integrity and evaluative expertise. This study contributes to our understanding of consumer-provider relationships in an era of commercialized medicine and demonstrates the importance of perceived provider competence in maintaining ongoing trust.

English

ISBN: 9798314880968Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Consumer perception

Pharmaceutical Advertising: Perception of Pharmaceutical Messages and Consumer Impact /
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245 1 0 $a Pharmaceutical Advertising: Perception of Pharmaceutical Messages and Consumer Impact / $c Joseph A Callahan.
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500 $a Source: Masters Abstracts International, Volume: 86-11.
500 $a Advisors: Pett, Rudy Committee members: Trees, April; Ohs, Jennifer.
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520 $a This thesis investigates the role of pharmaceutical advertising on consumers' confidence in healthcare providers and consumer's perception of physicians' prescribing practices. Direct-to-consumer advertising (DTCA) is to inform consumers, facilitate patient autonomy, and encourage public education about treatments on offer. In practice, such messages are likely to promote branded medicines by appealing to emotions, exploiting lifestyle images, and negotiating oversimplified indications that can distort understandings of medicine efficacy (Frosch et al., 2007). Even as DTCA advertisement holds the potential to inform and empower consumers, it also risks generating ethical problems and altering attitudes toward physicians' autonomy. Guided by the Theory of Planned Behavior (TPB), a cross-sectional online survey (n = 288), assessed consumer attitudes toward their own ad exposure, perceptions of healthcare providers' ad exposure and decision-making, and consumer levels of trust toward both providers were measured. Results of correlational and regression analyses indicate that attitudes, normative beliefs, and perceived exposure to advertisements predict expectations that providers will base treatment choices on advertisements. Conversely, perceived provider competence is negatively correlated with these expectations and is the sole significant predictor of trust in providers. These findings show that while media environment and social norms influence expectations about provider conduct, trust rides on perceived professional integrity and evaluative expertise. This study contributes to our understanding of consumer-provider relationships in an era of commercialized medicine and demonstrates the importance of perceived provider competence in maintaining ongoing trust.
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590 $a School code: 0193
650 4 $a Communication. $3 524709
650 4 $a Pharmaceutical sciences. $3 3173021
653 $a Consumer perception
653 $a Direct-to-consumer advertising
653 $a Healthcare communication
653 $a Pharmaceutical advertising
653 $a Provider trust
653 $a Theory of planned behavior
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690 $a 0338
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710 2 $a Saint Louis University. $b Communication. $e degree granting institution. $3 3826631
720 1 $a Pett, Rudy $e degree supervisor.
773 0 $t Masters Abstracts International $g 86-11.
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