...Brent Rollins; Jisu Huh; Nilesh Bhutada; Matthew Perri Purpose This study aims to examine the effects of different types of endorsers (expert vs consumer vs celebrity) in testimonial vs non-testimonial message contexts on consumers’ responses toward direct-to-consumer advertising (DTCA). Design...

...Melanie R. Savelli Purpose Without having a shared operationalization of what constitutes a direct-to-consumer advertising (DTCA) exposure, it is impossible to accurately generalize findings about their effects. First, it needs to be established how the variables involved in exposures impact...

...Avinandan Mukherjee; Yam Limbu; Jennifer Ball; Michael Mackert Purpose Studies of direct‐to‐consumer pharmaceutical advertising (DTCA) have examined the views of consumers and healthcare providers but the perspective of pharmaceutical advertisers has been largely absent. This study sought to fill...

...Avinandan Mukherjee; Yam Limbu; Brent Rollins; Shravanan Ramakrishnan; Matthew Perri Purpose Predictive genetic tests (PGTs) have greatly increased their presence in the market, and, much like their pharmaceutical peers, companies offering PGTs have increasingly used direct‐to‐consumer advertising...