Responses to direct-to-consumer advertising in Australia: Comparing experience

Goodall, S; Viney, R; Street, D; Waller, D; Zhao, FL

Responses to direct-to-consumer advertising in Australia: Comparing experience

Goodall, S

Viney, R

Street, D

Waller, D

Zhao, FL

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Publisher:: Taylor and Francis Group
Publication Type:: Journal Article
Citation:: Health Marketing Quarterly, 2022, 39, (4), pp. 398-409
Issue Date:: 2022-11-21

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Field	Value	Language
dc.contributor.author	Goodall, S https://orcid.org/0000-0001-6611-6565
dc.contributor.author	Viney, R https://orcid.org/0000-0002-0039-9635
dc.contributor.author	Street, D https://orcid.org/0000-0002-4476-0656
dc.contributor.author	Waller, D https://orcid.org/0000-0002-4016-4275
dc.contributor.author	Zhao, FL
dc.date.accessioned	2022-11-25T03:31:18Z
dc.date.available	2022-11-25T03:31:18Z
dc.date.issued	2022-11-21
dc.identifier.citation	Health Marketing Quarterly, 2022, 39, (4), pp. 398-409
dc.identifier.issn	0735-9683
dc.identifier.issn	1545-0864
dc.identifier.uri	http://hdl.handle.net/10453/163740
dc.description.abstract	This paper examines the potential effect of Direct-to-Consumer (DTC) advertising on consumers’ behavioral intentions in relation to a medical issue. Using an online experiment, 1295 people were randomized to two information conditions. One group watched an advertisement for a hypothetical cold sore medicine, while a second (control) group did not view the advertisement, before both groups answered questions on symptoms. The responses were analyzed based on group allocation and the respondents’ experience with cold sores. Results indicate that those who viewed the advertisement were more likely to choose the product, and the advertisement had larger effects based on consumer experience.
dc.format	Print-Electronic
dc.language	eng
dc.publisher	Taylor and Francis Group
dc.relation.ispartof	Health Marketing Quarterly
dc.relation.isbasedon	10.1080/07359683.2022.2124052
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1505 Marketing
dc.subject.classification	Marketing
dc.title	Responses to direct-to-consumer advertising in Australia: Comparing experience
dc.type	Journal Article
utslib.citation.volume	39
utslib.location.activity	England
utslib.for	1505 Marketing
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
pubs.organisational-group	/University of Technology Sydney/Faculty of Health
pubs.organisational-group	/University of Technology Sydney/Strength - CHERE - Centre for Health Economics Research and Evaluation
pubs.organisational-group	/University of Technology Sydney/Faculty of Health/Centre for Health Economics Research and Evaluation
utslib.copyright.status	closed_access	*
pubs.consider-herdc	true
dc.date.updated	2022-11-25T03:31:17Z
pubs.issue	4
pubs.publication-status	Published
pubs.volume	39
utslib.citation.issue	4

Abstract:

This paper examines the potential effect of Direct-to-Consumer (DTC) advertising on consumers’ behavioral intentions in relation to a medical issue. Using an online experiment, 1295 people were randomized to two information conditions. One group watched an advertisement for a hypothetical cold sore medicine, while a second (control) group did not view the advertisement, before both groups answered questions on symptoms. The responses were analyzed based on group allocation and the respondents’ experience with cold sores. Results indicate that those who viewed the advertisement were more likely to choose the product, and the advertisement had larger effects based on consumer experience.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/163740