A Model of Consumer Response to Over-the-Counter Drug Advertising: Antecedents and Influencing Factors

Given the importance of over-the-counter (OTC) drugs in the health care marketplace and lack of systematic research on OTC drug advertising (OTCA) effects, this study tested a theory-based, product category-specific OTCA effects model. Structural equation modeling analysis of data for 1 OTC drug cat...

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Bibliographic Details
Published in:Journal of health communication 2016-01, Vol.21 (1), p.109-117
Main Authors: Huh, Jisu, Delorme, Denise E., Reid, Leonard N.
Format: Article
Language:English
Subjects:
Adolescent
Adult
Advertising as Topic
Affect
Aged
Aged, 80 and over
Analgesics
Attention
Attitude to Health
Cognition
Cognitive models
Cognitive psychology
Consumer behavior
Consumer behaviour
Female
Health technology assessment
Humans
Male
Middle Aged
Models, Psychological
Nonprescription Drugs
Trust
Young Adult
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Summary:Given the importance of over-the-counter (OTC) drugs in the health care marketplace and lack of systematic research on OTC drug advertising (OTCA) effects, this study tested a theory-based, product category-specific OTCA effects model. Structural equation modeling analysis of data for 1 OTC drug category, analgesics, supported the proposed model, explaining the OTCA effect process from key consumer antecedents to ad involvement, from ad involvement to ad attention, from ad attention to cognitive responses, then to affective/evaluative responses, leading to the final behavioral outcome. Several noteworthy patterns also emerged: (a) Product involvement was directly linked to ad attention, rather than exerting an indirect influence through ad involvement; (b) ad attention was significantly related to both cognitive and affective/evaluative responses to different degrees, with stronger links to cognitive responses; and (c) ad-prompted actions were influenced by both ad trust and ad attitude.
ISSN:1081-0730
1087-0415
DOI:10.1080/10810730.2015.1033116