Submission Title
Location
CCI Auditorium, 321 Communications Building
Abstract
To better understand consumers' coping mechanisms of DTC advertising and to address socially important health issues, the current study examined whether perceived importance of sleep disorders is influenced by DTC advertising. Two-sided message order and DTCA skepticism were hypothesized as predictors of the perceived importance. The results showed that there is interaction between order effects and DTCA skepticism. Theoretical, practical, and regulatory implications are discussed.
Included in
Advertising and Promotion Management Commons, Health Communication Commons, Public Relations and Advertising Commons
DTC Advertising and Perceived Importance of Illness: Two-sided Message and The moderating Role of DTCA Skepticism
CCI Auditorium, 321 Communications Building
To better understand consumers' coping mechanisms of DTC advertising and to address socially important health issues, the current study examined whether perceived importance of sleep disorders is influenced by DTC advertising. Two-sided message order and DTCA skepticism were hypothesized as predictors of the perceived importance. The results showed that there is interaction between order effects and DTCA skepticism. Theoretical, practical, and regulatory implications are discussed.