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Effect of Risk Disclosures on Prescription Drug Advertising: The Moderating Role of Need-For-Cognition, Involvement, and Dogmatism - Softcover
Synopsis
In February 2004, the Food and Drug Administration (FDA) issued draft guidelines for presenting risk information in prescription drug advertisements. The effectiveness of the proposed formats is unknown. This work involved an experimental examination of the effects of three FDA-recommended risk disclosure options on responses to the ad. The findings suggest that each of the recommended risk disclosure options contain sufficient information for evaluating prescription drug advertisements. Of the three versions tested, the ads with least amount of information were the most desirable. Results also revealed that involvement influenced ad credibility, attitude-toward-the-ad, and brand interest, while drug type influenced attitude-toward-the-ad, brand interest, and purchase intention. Ad version influenced purchase intention indirectly through brand interest. This book, therefore, provides new insights to drug advertisers, advertising researchers, and policymakers on the effectiveness of risk disclosure options in prescription drug advertising.
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About the Author
Ignatius Fosu, Ph.D., (Alabama). Assistant professor, advertising & public relations sequence, Lemke Department of Journalism, University of Arkansas. His research interests include consumer response to prescription drug advertising, children and advertising, and responses to sex appeals in advertising messages.
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- PublisherVDM Verlag
- Publication date2009
- ISBN 10 3639197550
- ISBN 13 9783639197556
- BindingPaperback
- Number of pages68
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Effect of Risk Disclosures on Prescription Drug Advertising
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Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -In February 2004, the Food and Drug Administration (FDA) issued draft guidelines for presenting risk information in prescription drug advertisements. The effectiveness of the proposed formats is unknown. This work involved an experimental examination of the effects of three FDA-recommended risk disclosure options on responses to the ad. The findings suggest that each of the recommended risk disclosure options contain sufficient information for evaluating prescription drug advertisements. Of the three versions tested, the ads with least amount of information were the most desirable. Results also revealed that involvement influenced ad credibility, attitude-toward-the-ad, and brand interest, while drug type influenced attitude-toward-the-ad, brand interest, and purchase intention. Ad version influenced purchase intention indirectly through brand interest. This book, therefore, provides new insights to drug advertisers, advertising researchers, and policymakers on the effectiveness of risk disclosure options in prescription drug advertising. 68 pp. Englisch. Seller Inventory # 9783639197556
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Effect of Risk Disclosures on Prescription Drug Advertising : The Moderating Role of Need-For-Cognition, Involvement, and Dogmatism
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Taschenbuch. Condition: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - In February 2004, the Food and Drug Administration (FDA) issued draft guidelines for presenting risk information in prescription drug advertisements. The effectiveness of the proposed formats is unknown. This work involved an experimental examination of the effects of three FDA-recommended risk disclosure options on responses to the ad. The findings suggest that each of the recommended risk disclosure options contain sufficient information for evaluating prescription drug advertisements. Of the three versions tested, the ads with least amount of information were the most desirable. Results also revealed that involvement influenced ad credibility, attitude-toward-the-ad, and brand interest, while drug type influenced attitude-toward-the-ad, brand interest, and purchase intention. Ad version influenced purchase intention indirectly through brand interest. This book, therefore, provides new insights to drug advertisers, advertising researchers, and policymakers on the effectiveness of risk disclosure options in prescription drug advertising. Seller Inventory # 9783639197556
Quantity: 2 available
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Effect of Risk Disclosures on Prescription Drug Advertising
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VDM Verlag Dr. Müller, 2009
ISBN 10: 3639197550
ISBN 13: 9783639197556
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Kartoniert / Broschiert. Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Fosu IgnatiusIgnatius Fosu, Ph.D., (Alabama). Assistant professor, advertising & public relations sequence, Lemke Department of Journalism, University of Arkansas. His research interests include consumer response to prescription drug. Seller Inventory # 4966255
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Effect of Risk Disclosures on Prescription Drug Advertising
Print on DemandSeller: Revaluation Books, Exeter, United Kingdom
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Paperback. Condition: NEW. 68 pages. 8.66x5.91x0.15 inches. In Stock. This item is printed on demand. Seller Inventory # 3639197550
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