Resistance to the Adoption of Advertising by Dermatologists and Plastic Surgeons

Diffusion of innovation theory is used to investigate the resistance to advertising of dermatologists and plastic surgeons. Several relationships are hypothesized with respect to the adoption of advertising. For example, the greater the perceived relative advantage of advertising, the more positive...

Full description

Saved in:
Bibliographic Details
Published in:Journal of advertising research 1987-06, Vol.27 (3), p.43
Main Authors: LaBarbera, Priscilla A, Reddy, Srinivas K
Format: Article
Language:English
Subjects:
Advertising
Attitudes
Dermatology
Physicians
Regression analysis
Resistance
Studies
Surgeons
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Diffusion of innovation theory is used to investigate the resistance to advertising of dermatologists and plastic surgeons. Several relationships are hypothesized with respect to the adoption of advertising. For example, the greater the perceived relative advantage of advertising, the more positive will be physician attitudes toward its adoption. Less positive physician attitudes toward advertising are related to: 1. perceived negative consequences, 2. social cost, 3. compatibility, 4. communicability, 5. complexity, and 6. performance uncertainty. Mailed questionnaires yielded usable responses from 221 plastic surgeons and 182 dermatologists. Results show the 2 groups to be similar of advertising and in likelihood of advertising in the future. The plastic surgeons report more negative consequences and expect greater social cost from advertising, and they feel advertising will not increase the quality of medical care. The key attribute having a major effect on the adoption of advertising is terminality -- physicians who believe the opportunity costs of not advertising are high are less likely to resist advertising.
ISSN:0021-8499
1740-1909