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Keywords: Prescription drug advertising
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Journal Articles
International Journal of Pharmaceutical and Healthcare Marketing (2017) 11 (4): 395–411.
Published: 06 November 2017
...Ilwoo Ju Purpose The purpose of this study is to examine the effects of consumers’ prescription drug advertising (DTCA) skepticism on their advertising evaluation. In addition, the study investigates the moderating role of health risk information location in DTCA and the mediating role...
Journal Articles
International Journal of Pharmaceutical and Healthcare Marketing (2017) 11 (1): 2–15.
Published: 03 April 2017
...Ilwoo Ju Purpose The purpose of the study was to examine the effects of prescription drug advertising health risk disclosure prominence and the mediating role of introspective message attention. Design/methodology/approach An experiment was conducted to test varying levels of health risk...
