Symptom Information in Direct-to-Consumer Antidepressant Advertising and College Students' Perception of the Lifetime Risk Depression
Post-print. Journal of Medical Marketing, Volume 10, No. 2 (April 2010), DOI: 10.1057/jmm.2009.44. Used with permission.
This is a post-peer-review, pre-copy edit version of an article published in Journal of Medical Marketing. The definitive publisher-authenticated version Journal of Medical Marketing, Volume 10, No. 2 (April 2010) is available online at: 10.1057/jmm.2009.44.
While consumers’ health cognition and behavior are likely formed through multiple influences, the current study focused on the effects of exposure to specific content elements in direct-to-consumer advertising. The study revealed that consumers’ exposure to the American Psychiatric Association’s (APA) diagnostic guideline has potential to reduce their perceived lifetime risk of depression and intention to consult a health professional to discuss the health issue. The study further revealed when an antidepressant ad mentioned a long list of symptoms, exposure to the diagnostic guideline reduced risk perception and consultation intention significantly, whereas in the presence of a short list of symptoms, the APA guideline had minimal impact.
Jin Seong Park and Jean Grow. "Symptom Information in Direct-to-Consumer Antidepressant Advertising and College Students' Perception of the Lifetime Risk Depression" Journal of Medical Marketing (2009): 1-11.
Available at: http://works.bepress.com/jean_grow/8