2:45 - 3:15 p.m. Contributed Paper Session 3

Little research has incorporated a theoretical framework for the analysis of message and creative strategies used in DTCA to date. The purpose of the current study is to extend the previous literature by providing a more complete list of DTCA message and/or creativity strategies based on Taylor’s message strategy wheel. The results show that DTCA has been used to promote drugs for such life-threatening conditions as asthma, acid reflux, Alzheimer’s disease, depression, and arthritis. The most common inducement was the offer of consumer support information. In general, magazine DTC ads from 2006 to 2010 were likely to take both informational and transformational approaches. The comprehensive list of message and creative strategies found in this study would indicate what strategies might be available for existing marketers or new entrants into the DTCA category. However, the use of emotional appeals in DTCA suggests a public policy concern. The theoretical, public policy, and managerial implications are discussed.

The current study examined the influences of perceived environmental responsibilities of the three types of important social agents (individuals, companies, and governments) on consumers’ green purchasing intentions. Drawing on the environmental consumerism and purchase decision making literature, consumers’ perceptions of the aforementioned social agents’ roles in environment protection were hypothesized to influence their purchase intentions for green products. In addition, the current study attempted to investigate the different prediction patterns of such factors for two different purchase intention measures (e.g., general purchase intention and “willingness to pay more” for green products) to capture the nuance between the different measurement scales, which has been ignored in the green purchasing literature. An analysis of the nationally representative 2009 Experian Simmons National Consumer Study revealed that perceived personal norm of the environment was the strongest predictor of general purchase intention for green products, whereas perceived role of governmental regulation on green issues was the strongest predictor of “willingness to pay more.” Theoretical, managerial, and regulatory implications are discussed.