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Keywords: Persuasive intent
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Journal Articles
The influence of the number of presented symptoms in product‐claim direct‐to‐consumer advertising on behavioral intentions
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2013) 7 (3): 265–284.
Published: 30 August 2013
.... Findings Featuring a high (vs low) number of symptoms improved the effectiveness of the product‐claim DTCA. Seeing more symptoms led to heightened perceptions of informativeness, lower persuasive intent, and higher intentions to discuss the advertised ailment and the advertised drug with the doctor...
Journal Articles
Consumer perceptions of product‐claim versus help‐seeking direct‐to‐consumer advertising
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2010) 4 (3): 232–246.
Published: 07 September 2010
...Sooyeon Nikki Lee‐Wingate; Ying Xie Purpose The purpose of this paper is to better understand the effectiveness of direct‐to‐consumer advertising (DTCA) by examining consumer perceptions of persuasive intent and informativeness associated with product‐claim and help‐seeking advertisements...
