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Ask your doctor : the direct-to-consumer (DTC) priming effect of pharmaceutical marketing on purchasing and health seeking behavior

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Identifier	Thesis 2052
Author	Dias, Mark F.
Title	Ask your doctor : the direct-to-consumer (DTC) priming effect of pharmaceutical marketing on purchasing and health seeking behavior
Publisher	Central Connecticut State University
Date	2009
Resource Type	Master's Thesis
Notes	The Pharmaceutical Industry spends billions of dollars each year advertising their products to consumers, often via direct-to-consumer advertising (DTCA) on television, radio, and the Internet. This level of prescription drug promotion has seemingly engendered a culture in which health-related decisions are frequently turning to prescription medications, a phenomenon referred to as “medicalization” (Angell, 2004; Mintzes, 2002). This form of advertisement has also been purported in this study to lead to a priming effect (Bargh & Chartrand, 1999; Zajonc, 1980) whereby the combination of explicit stimuli (i.e. television ads and print ads) and implicit stimuli (i.e. branded pens and notepads) have contributed to a changing health perspective over the past two decades. Five hypotheses were created to test for the priming effect: 1) participants in the experimental (priming) groups will be more responsive to and feel more positively about DTCA than those in the control; 2) the experimental groups will be more likely to exhibit health-seeking behaviors, including asking their doctors for drug treatments, than in the control; 3) the experimental groups will report that discussions with doctors produced health-seeking behaviors related to taking prescription drugs more often than the control; 4) the experimental groups will report more favorable health consequences and fewer side effects from prescription drugs taken over the last year than the control; and 5) participants in the experimental conditions will express a greater awareness of and negative attitude towards DTCA than the control. This study observes these trends in pharmaceutical advertising over several conditions: individuals implicitly primed with branded items from pharmaceutical companies and explicitly primed with a series of DTCA for pharmaceuticals (IMP-EXP group), those primed only explicitly with DTCA (EXP-ONLY group), and those in the control group who receive a neutral prime (NEU group) in an experimental, semi-randomized design. The primary survey instrument in this study was a modified version of a telephone survey created by Weissman and colleagues (2003) assessing consumer self-reports of the health effects of DTCA. Results illustrated that those in both experimental conditions were neither significantly more receptive to nor more positively influenced by DTC marketing practices, although those groups did somewhat indicate placing greater emphasis on prescription drug treatments when meeting with their doctors. Additionally, significant results were found between groups in measures of satisfaction with and symptom relief from taking prescription drugs for participants in the experimental groups, albeit in the opposite direction. Lastly, trends towards significance were found in feelings towards DTC ads aimed at students with one of the experimental conditions (EXP-ONLY) reporting feeling slightly less favorably than the control. Frequencies in distribution of responses in the current study were then contrasted against frequencies from the Weissman, et al. (2003) data to examine changes and/or emerging trends in the present sample. Lastly, the notes taken by the participants in the experimental groups were analyzed qualitatively to illustrate common themes and patterns of reasoning reported during each trial. Discussion of the ramifications of DTCA and of its influence on consumers by means of the priming effect are mentioned, including explanations of experimental and statistical limitations in the study, suggestions from the literature, and possible directions for future study.
Subject	Pharmaceutical industry -- United States Drugs -- United States -- Marketing
Department	Department of Psychology
Advisor	DiPlacido, Joanne
Type	Text
Digital Format	application/pdf
Language	eng
OCLC number	713733987
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