A Comparison of Medical Professionals with Favorable and Unfavorable Attitudes Toward Advertising: An Empirical Study

Key rulings in the late 1970s forced relaxation of historic bans on advertising by professional associations and opened the door for advertising by dentists, doctors, attorneys, pharmacists and accountants. Shortly after, a flurry of studies examined attitudes toward professional advertising and rel...

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Bibliographic Details
Published in:Health marketing quarterly 2001-03, Vol.18 (3-4), p.13-26
Main Authors: Yavas, Ugur, Riecken, Glen
Format: Article
Language:English
Subjects:
Advertising
Advertising as Topic
Attitude of Health Personnel
Attitudes
Data Collection
Dentists - classification
Dentists - psychology
Ethics
Female
Health administration
Health care
Humans
Male
Marketing of Health Services - standards
Physicians - classification
Physicians - psychology
Professional advertising
Professional Practice - statistics & numerical data
Professionals
Statistical analysis
Studies
United States
Citations: Items that this one cites
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Summary:Key rulings in the late 1970s forced relaxation of historic bans on advertising by professional associations and opened the door for advertising by dentists, doctors, attorneys, pharmacists and accountants. Shortly after, a flurry of studies examined attitudes toward professional advertising and related issues from the perspectives of both the professionals and the consumers. Presented is a study that examines selected characteristics of medical professionals with favorable versus unfavorable dispositions to advertising.
ISSN:0735-9683
1545-0864
DOI:10.1300/J026v18n03_03