Consumers responses to coupons in direct-to-consumer advertising of prescription drugs

Health Marketing Quarterly
Nilesh S BhutadaMatthew Perri

Abstract

A study was conducted to understand the influence of coupons and consumers' level of involvement in direct-to-consumer advertising. Consumers exposed to prescription drug advertising with a coupon had significantly more favorable ad and brand-related attitudes, and intention to inquire about the drug to their doctor. However, there was no significant difference in perceived product risk between consumers exposed to the ad with a coupon and consumers exposed to the ad without a coupon. Highly involved consumers had significantly more favorable ad, brand, and coupon-related attitudes, drug inquiry intention, and perceptions about the risks associated with the drug.

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Citations

May 29, 2009·Journal of General Internal Medicine·Robert J FortunaSteven R Simon
Mar 16, 2012·Health Marketing Quarterly·Nilesh S BhutadaMatthew Perri
Oct 15, 2013·Research in Social & Administrative Pharmacy : RSAP·Tim K MackeyBryan A Liang
Jul 15, 2015·Journal of the American Pharmacists Association : JAPhA·Nilesh S Bhutada, Brent L Rollins
Mar 8, 2020·Health Education Research·Mariam F Alkazemi, Stephanie K Van Stee
Nov 15, 2016·Health Marketing Quarterly·Kathryn J AikinKevin R Betts
Oct 14, 2019·Research in Social & Administrative Pharmacy : RSAP·Vanessa BoudewynsBrian G Southwell

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