Role of Information Seeking and Brand Medication Preference in Prescription Medication Consumption as a Response to Direct to Consumer Advertising

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Health Communication Interactive Poster Session

Abstract

Among the major concerns regarding direct-to-consumer advertising (DTCA) of pharmaceuticals is that it lead consumers to prefer specific brand-name medications over their generic alternatives, thereby increasing medical expenditures. As consumers have been employing more diverse practices of information seeking subsequent to DTCA exposure, this study investigates how different information seeking practices (i.e., professionals-involved and self-directed information seeking) influence the brand-name medication preference and prescription request. To explore this question, consumers’ self-reported exposure and response to DTCA was drawn from the MARS (Multimedia Audience Research Systems) OTC/DTC Pharmaceutical Study of 2013. By using Bayesian estimation, this study shows that (1) DTCA prompts both self-directed and professionals-involved information seeking, (2) the effects of DTCA on brand preference is mediated by information seeking, in which brand-name medication preference was strengthened by information seeking, and (3) in turn, DTCA exposure indirectly increases Rx medication request.

Authors

• Tae Joon Moon, U of Wisconsin-Madison

• Zhen Di, U of Wisconsin-Madison

• Rachel Kornfield, University of Wisconsin - Madison

• Dhavan Shah, Univ. of Wisconsin - Madison