1. Open Access Kent State
  2. Do Perceptions of Direct-to-Consumer Pharmaceutical Advertising Vary Based on Urban Versus Rural Living?
Author(s)
Abstract

This study explores the connection between perceptions of direct-to-consumer (DTC) advertising based on where people live and shop. Urban consumers were found to be more skeptical of DTC advertising, but more likely to believe that physicians select pharmaceuticals based on the efficacy of the product. Those living in rural areas were more motivated to visit a doctor and more likely to feel an equal doctor−patient relationship after exposure to DTC advertising. Interaction effects among gender, income, and education were detected, as well as an interaction effects between location and income on views of DTC advertising.
Format
Article
Identifier(s)
10.1080/07359683.2013.847344
Publication Date
2014-01-01
Publication Title
Health Marketing Quarterly
Volume
31
Issue
1
First Page
31
Last Page
45
Keywords
Subject
Community
Department of Marketing and Entrepreneurship
Permalink https://oaks.kent.edu/mrktentrpubs/1
Spake, D., Joseph, M., & Megehee, C. (2014). Do Perceptions of Direct-to-Consumer Pharmaceutical Advertising Vary Based on Urban Versus Rural Living?. Health Marketing Quarterly. https://doi.org/10.1080/07359683.2013.847344
Spake, Deborah, Mathew Joseph, and Carol Megehee. 2014. “Do Perceptions of Direct-to-Consumer Pharmaceutical Advertising Vary Based on Urban Versus Rural Living?”. Health Marketing Quarterly. https://doi.org/10.1080/07359683.2013.847344.
Spake, D., M. Joseph, and C. Megehee. Do Perceptions of Direct-to-Consumer Pharmaceutical Advertising Vary Based on Urban Versus Rural Living?. Health Marketing Quarterly, 1 Jan. 2014, doi:10.1080/07359683.2013.847344.