Direct-to-consumer advertising: Exposure, behavior, and policy implications

This research investigates the influence that the proliferation of prescription drug advertising has on consumers\u27 purchase decisions by evaluating how direct-to-consumer advertising (DTCA) awareness influences the acquisition of the prescription erectile dysfunction (ED) drug Viagra. The authors\u27 purpose is to determine whether familiarity with DTCA influences the likelihood that consumers will try to obtain Viagra with and/or without a prescription while considering demographic, individual trait, and attitudinal factors. Their results indicate that a significant relationship exists between awareness and acquisition of the drug. They find that respondent familiarity with DTCA is positively associated with the likelihood of having ordered Viagra, indicating that DTCA does play a role in prompting men to seek medical advice. Despite controversy over the appropriateness of sexual themes depicted in ED advertisements, it seems that the use of DTCA for ED drugs has helped many men feel more comfortable in discussing sexual impotence with their physicians. Thus, the authors\u27 findings provide support for DTCA advocates who promote drug advertising as an important information resource that helps guide responsible consumer decision making. Moreover, the results uncover two individual difference variables that promoted Viagra use without medical consent, indicating a need to identify potentially vulnerable populations relevant to individual brands or therapeutic classes of drugs. Although the study\u27s results and findings are limited to a single therapeutic class, they provide general policy implications and directions for extension of the research. © 2011, American Marketing Association