Optimistic bias, advertising skepticism, and consumer intentions for seeking information about the health risks of prescription medicine

Autor:	Jin Seong Park, Eric Haley, Ho-Young (Anthony) Ahn
Rok vydání:	2017
Předmět:	Adult Male Prescription drug Adolescent Drug-Related Side Effects and Adverse Reactions media_common.quotation_subject Information Seeking Behavior Intention Direct-to-Consumer Advertising Young Adult 03 medical and health sciences 0502 economics and business Personal control Humans Medical prescription Aged Skepticism media_common Marketing Optimism 030505 public health 05 social sciences Advertising Middle Aged General Health Professions Female Perception 050211 marketing Business 0305 other medical science Attitude to Health
Zdroj:	Health Marketing Quarterly. 34:81-96
ISSN:	1545-0864 0735-9683
DOI:	10.1080/07359683.2016.1275227
Popis:	Based on a survey of prescription drug users (N = 408), this study revealed that: (a) the frequency of consumers’ personal experience of prescription medicine adverse reactions negatively related to the extent of their optimistic bias about the chances of such events, (b) consumers’ perceived personal control over adverse reactions positively related to optimistic bias, and (c) optimistic bias related more negatively to intentions to seek risk information when consumer skepticism toward direct-to-consumer advertising was high. When skepticism was low to average, optimistic bias did not inhibit such intentions. Implications and recommendations for the practice of direct-to-consumer advertising are provided.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_dedup___::ca6f572c1911baf9e203dd71f746f1ec https://doi.org/10.1080/07359683.2016.1275227 Zobrazit plný text záznamu Plný text ve formátu PDF Plný text ve formátu HTML
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