Antidepressant direct-to-consumer advertising and social perception of the prevalence of depression: Application of the availability heuristic

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Abstract

This study examined the effect of antidepressant direct-to-consumer advertising (DTCA) on perceived prevalence of depression. A survey of Midwestern residents showed that those with high recall for antidepressant DTCA tended to estimate the prevalence of depression higher than those with low ad recall. However, with a source-priming cue before their estimation, the significant association was eliminated. Results indicate that people use antidepressant DTCA as a basis for their judgment of the prevalence of depression in normal situations where the veracity of information is not highlighted.

Original languageEnglish
Pages (from-to)499-505
Number of pages7
JournalHealth Communication
Volume23
Issue number6
DOIs
StatePublished - Nov 2008

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