Scepticism towards DTC advertising: A comparative study of Korean and Caucasian Americans

Studies of cultural and subcultural differences among consumers are important for advancing knowledge on direct-to-consumer prescription drug advertising (DTCA). This study investigates and compares scepticism towards DTCA between Korean and Caucasian Americans and the relationship of cultural value...

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Bibliographic Details
Published in:International journal of advertising 2012-01, Vol.31 (1), p.147-168
Main Authors: Huh, Jisu, DeLorme, Denise E., Reid, Leonard N.
Format: Article
Language:English
Subjects:
Acculturation
Asian Americans
Collectivism
Comparative studies
Consumer advertising
Cultural differences
Prescription drugs
Skepticism
Studies
White people
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Summary:Studies of cultural and subcultural differences among consumers are important for advancing knowledge on direct-to-consumer prescription drug advertising (DTCA). This study investigates and compares scepticism towards DTCA between Korean and Caucasian Americans and the relationship of cultural values (collectivism vs individualism) and acculturation to DTCA scepticism. The results reveal that, while the difference in DTCA scepticism between Caucasian and Korean Americans was non-significant, Korean Americans' acculturation level influenced DTCA scepticism within this segment and collectivism was the only significant predictor of DTCA scepticism. The findings are discussed relative to previous research on DTCA scepticism, and managerial implications are offered.
ISSN:0265-0487
1759-3948
DOI:10.2501/IJA-31-1-147-168