Perceived Third‐Person Effects and Consumer Attitudes on Prevetting and Banning DTC Advertising

This study examined consumer attitudes toward two potential direct‐to‐consumer (DTC) advertising regulatory options—prior approval of DTC ads and a total ban—and how those attitudes are influenced by perceived DTC ad effects and receiver‐specific characteristics within the context of the third‐perso...

Full description

Saved in:
Bibliographic Details
Published in:The Journal of consumer affairs 2006-06, Vol.40 (1), p.90-116
Main Authors: JISU, HUH, DELORME, DENISE E, REID, LEONARD N
Format: Article
Language:English
Subjects:
Advertising
Advertising research
Advertising restrictions
Aging (Individuals)
Analysis
Bans
Behavior
Beliefs
Censorship
Communication
Consumer advertising
Consumer attitudes
Consumer behavior
Consumer behaviour
Consumers
Demographics
Drug regulation
Drug Use
Effects
FDA approval
Federal regulation
Government (Administrative Body)
Government regulation
Industrial regulation
Influence
Laws, regulations and rules
Literature Reviews
Mass Media
Medical Services
Modeling
Multilevel models
Narcotics
Perceptions
Prescription drugs
Receivers & amplifiers
Regulatory approval
Self
Studies
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:This study examined consumer attitudes toward two potential direct‐to‐consumer (DTC) advertising regulatory options—prior approval of DTC ads and a total ban—and how those attitudes are influenced by perceived DTC ad effects and receiver‐specific characteristics within the context of the third‐person effect framework. Results suggest that (1) consumers support the prevetting of DTC ads, but not the banning of DTC ads, (2) their support for prior approval is unaffected by demographic, predispositional, and ad‐effect perceptual differences, but (3) their support for a ban is associated with age, attitude toward DTC advertising, and perceptions of negative effects on self and others.
ISSN:0022-0078
1745-6606
DOI:10.1111/j.1745-6606.2006.00047.x