...Tara Walker Purpose This study aims to examine how experience with mental illness influences perceptions of stigma and realism in a specific direct-to-consumer advertisement (DTCA) for bipolar depression. Design/methodology/approach An online survey had participants watch a 90 s advertisement...

...Ida Darmawan; Hao Xu; Jisu Huh Purpose The purpose of this paper is to evaluate the differential effects of help-seeking and product-claim direct-to-consumer advertising (DTCA) on consumers’ attitude toward the ad, intention to seek information and intention to see a doctor. This paper also seeks...

... Publishing Limited Licensed re-use rights only Prescription drugs Content analysis Pharmaceutical marketing Comparative advertising Direct-to-consumer advertising In the USA, pharmaceutical marketing is a significant business. Total spending on prescription medication reached $320 bn in 2011...

..., as this research shows the benefits/outcomes may not justify the cost. © Emerald Group Publishing Limited 2014 Direct-to-consumer advertising Celebrity endorser Disease awareness Disease-specific Endorser credibility Since 1997, when the Food and Drug Administration (FDA) relaxed its...

...Avinandan Mukherjee, Yam Limbu; Kai N. Bergner; Tomas Falk; Daniel Heinrich; Jörg A. Hölzing Purpose – This paper aims to examine how direct-to-consumer advertising (DTCA) in terms of endorser selection and message tonality affect patients' self-efficacy, response efficacy, and compliance...

... the drug is appropriate for their condition. © Emerald Group Publishing Limited 2013 Brief summary Direct‐to‐consumer advertising Information processing Risk communication Focus group interviews were conducted to understand consumers' preferences and processing of information...

...Avinandan Mukherjee; Yam Limbu; Sooyeon Nikki Lee‐Wingate; Ying Xie Purpose In order to improve the effectiveness of product‐claim direct‐to‐consumer advertising (DTCA), the current research examines the effect of a presentational element – the number of treatable symptoms for the advertised...

...Avinandan Mukherjee; Yam Limbu; Avinandan Mukherjee; Yam Limbu; Isaac Wanasika Purpose The purpose of this paper is to review empirical research on direct‐to‐consumer advertising (DTCA) of prescription drugs published in journals over the period from 1997 to 2012. Design/methodology/approach...

...Yam B. Limbu; Bruce A. Huhmann; Robin T. Peterson Purpose This study aims to examine how product involvement moderates the effects of emotional appeals namely humor and endorsers on consumers' responses to direct‐to‐consumer advertising (DTCA). Design/methodology/approach This study employed...