TY - JOUR
T1 - Attitude toward direct-to-consumer advertising and drug inquiry intention
T2 - The moderating role of perceived knowledge
AU - An, Soontae
N1 - Funding Information:
The author thanks the anonymous reviewers for the insightful comments. Funding was provided by the Office of Research and Sponsored Programs at Kansas State University. An earlier version of this study was presented at the 2006 annual meeting of the International Communication Association, Dresden, Germany.
PY - 2007/9
Y1 - 2007/9
N2 - This study examined how consumers' general attitude toward direct-to-consumer advertising (DTCA) influenced their drug inquiry intent, and whether the relationship between attitude toward DTCA and drug inquiry intent was moderated by their perceived knowledge of health and medicine. Results showed that those with favorable views of DTCA were more likely to inquire and request an advertised drug they saw. The effect was greater in magnitude for consumers with high perceived knowledge in health and medicine, however, than for those with low perceived knowledge.
AB - This study examined how consumers' general attitude toward direct-to-consumer advertising (DTCA) influenced their drug inquiry intent, and whether the relationship between attitude toward DTCA and drug inquiry intent was moderated by their perceived knowledge of health and medicine. Results showed that those with favorable views of DTCA were more likely to inquire and request an advertised drug they saw. The effect was greater in magnitude for consumers with high perceived knowledge in health and medicine, however, than for those with low perceived knowledge.
UR - http://www.scopus.com/inward/record.url?scp=34548320992&partnerID=8YFLogxK
U2 - 10.1080/10810730701508633
DO - 10.1080/10810730701508633
M3 - Article
C2 - 17763053
AN - SCOPUS:34548320992
SN - 1081-0730
VL - 12
SP - 567
EP - 580
JO - Journal of Health Communication
JF - Journal of Health Communication
IS - 6
ER -
