Direct-to-Consumer Advertising, Information Seeking, and Medication Consumption

• In Event: Communication About Drugs and Medication

Abstract

Direct-to-consumer advertising exerts strong influence on the way of medical information seeking and medication consumption. Previous studies have mostly focused on the effects of DTCA on physician-involved information seeking. However, medical information has become more available and accessible to consumers with advance of information technology. The purpose of this study is to understand how people seek information as a response to DTCA and how information seeking style influences consumption behavior (e.g., consumption of prescription or non-prescription drugs and preference for brand medication). With a sample drawn from a large, nationally representative survey of health attitudes, behaviors and consumption, this identifies two types of information seeking: self-directed information seeking and physician-involved information seeking. The results show that while DTCA is positively related to consumption of medication, its impact is moderated by information seeking styles. Brand medication preference is positively related to DTCA and self-directed information seeking, whereas physician-involved information seeking has a negative relation with it.

Authors

• Tae Joon Moon, U of Wisconsin-Madison

• Rachel Kornfield, U of Wisconsin-Madison

• Zhen Di, University of Wisconsin-Madison, School of Journalism and Mass Communication