The purpose of this study is to use an approach that helps the pharma industry develop and structure communications that provide buyers and sellers with a better procedure to drive decisions to buy/sell stocks. Messages related to pharmaceutical companies and their products were collected from many sources.
An experimental design was employed to evaluate communication concepts in a systematic way.
The most important finding was that the proclivity to buy/sell individual pharmaceutical stocks responds to varying sets of messages.
The study only covers the pharmaceutical industry.
From a practical stand‐point, the methodology facilitates the design of informative messages for consumers and shareholders within the pharma industry.
The study is unique in that it presents a statistically grounded experimental design evaluating communications messages and personal values that are important for individuals who routinely sell or purchase stocks.
