Direct-to-Consumer (DTC) Antidepressant Advertising and Consumer Misperceptions About the Chemical Imbalance Theory of Depression: The Moderating Role of Skepticism

Autor:	Ho-Young (Anthony) Ahn, Jin Seong Park
Rok vydání:	2013
Předmět:	Brain Chemistry Male Marketing Health Knowledge Attitudes Practice Depression media_common.quotation_subject Chemical imbalance Advertising Health knowledge Interpersonal communication medicine.disease_cause Antidepressive Agents Depression (economics) General Health Professions medicine Humans Antidepressant Female Psychology Practical implications Social psychology Social responsibility Skepticism media_common
Zdroj:	Health Marketing Quarterly. 30:362-378
ISSN:	1545-0864 0735-9683
DOI:	10.1080/07359683.2013.847337
Popis:	Based on a survey with members of an online consumer panel (N= 699), this study revealed that: (a) a substantial percentage of consumers held misperceptions about the chemical imbalance theory of depression; (b) personal and interpersonal experiences with depression positively related to such misperceptions; (c) overall, exposure to direct-to-consumer (DTC) antidepressant advertising did not significantly relate to misperceptions; and (d) DTC exposure magnified misperceptions when consumers were highly trustful of DTC advertising, whereas exposure diluted misperceptions when consumers were highly skeptical. Theoretical and practical implications of the research are discussed, especially in light of the social responsibility of DTC advertising.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::047bc9c5af2ca7f06610941ac3a19ff3 https://doi.org/10.1080/07359683.2013.847337 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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