Articlegreen2015

Do Consumers Avoid Watching Over-the-Counter Drug Advertisements?

Jisu Huh · Denise E. DeLorme · Leonard N. Reid

25 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Pharmaceutical industry and healthcare

Abstract

Do consumers avoid viewing over-the-counter (OTC) pharmaceutical advertisements? And, if so, why? The authors of the current study tested their proposed “Ad Avoidance Model” by surveying a nationally-representative sample of U.S. adults about their reactions to advertisements for OTC drugs (specifically analgesics). The researchers focused on how four advertising-reaction factors—two cognitive (perceived utility and skepticism) and two affective (irritation and attitude toward advertising)—influenced avoidance behaviors. The results revealed that avoidance was directly linked to irritation and attitude, although attitude also partially mediated the relationship between irritation and avoidance. Age and socioeconomic status also played roles in these relationships.

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References

1998Principles and Practice of Structural Equation Modeling 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 1999How Advertising Works: What Do We Really Know?2002Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads 1998Development of a Scale to Measure Consumer Skepticism Toward Advertising 2004WHY DO PEOPLE AVOID ADVERTISING ON THE INTERNET?1995How Consumers Assess the Value of Advertising 2002Measuring the Intrusiveness of Advertisements: Scale Development and Validation

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