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Keywords: Exposure
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Journal Articles
How the operationalization of exposure impacts studies on direct-to-consumer advertising of prescription drugs
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International Journal of Pharmaceutical and Healthcare Marketing (2020) 14 (3): 409–424.
Published: 18 May 2020
...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...
