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Keywords: Help‐seeking DTCA
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Journal Articles
Consumer perceptions of product‐claim versus help‐seeking direct‐to‐consumer advertising
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International Journal of Pharmaceutical and Healthcare Marketing (2010) 4 (3): 232–246.
Published: 07 September 2010
..., respectively. Design/methodology/approach In three behavioral experiments, a total of 413 participants provided data on their behavioral intentions and attitudes towards DTCA. Findings Consumers perceived help‐seeking DTCA as being highly informative without persuasive intent, whereas they perceived...
