PMID: 9434279Jan 22, 1998Paper

Understanding how elderly patients process drug information: a test of a theory of information processing

Pharmaceutical Research
T P ChristensenRichard P Bagozzi

Abstract

The goal of this research was to apply a well-known model of consumer behavior, the Elaboration Likelihood Model (ELM), to "direct-to-consumer" advertising of prescription drugs aimed at elderly consumers. In particular, the specific aim was to determine whether the effect of promotional aspects of consumer drug advertising predicted by the ELM could by demonstrated on elderly consumers' product attitudes and perceptions of risk. Subject reaction to a fictitious drug advertisement was assessed using a 2 x 2 x 2 factorial design based on the theoretical concepts of the ELM. the advertisement message varied in the expertise of the product endorser, the expected involvement or interest level of the study subject, and the content of the advertisement message. Analysis of variance revealed a three-way interaction effect between involvement, argument quality, and source credibility on subjects' attitudes toward the product [F(1, 123) = 4.77, p = 0.03] and perceptions of risk [F(1, 118) = 3.22, p = 0.08]. The information content of the ads had an impact on subject's attitudes under the low involvement/low credibility condition but not the low involvement/high credibility condition. Under high involvement conditions, the information co...Continue Reading

Citations

Nov 17, 2009·Health Marketing Quarterly·Nilesh S BhutadaMatthew Perri
Mar 5, 2004·Clinical Therapeutics·Nithima SumpraditRichard P Bagozzi
Dec 2, 2006·Research in Social & Administrative Pharmacy : RSAP·Lewis H Glinert, Jon C Schommer

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