Scepticism towards DTC advertising: a comparative study of Korean and Caucasian Americans

Jisu Huh, Denise E. DeLorme and Leonard N. Reid

Studies of cultural and subcultural differences among consumers are important for advancing knowledge on direct-to-consumer prescription drug advertising (DTCA).

Scepticism towards DTC advertising: a comparative study of Korean and Caucasian Americans

Jisu Huh

University of Minnesota – Twin Cities

Denise E. DeLorme

University of Central Florida

Leonard N. Reid

University of Georgia

Scepticism

Since the mid-1980s, research on direct-to-consumer prescription drug advertising (DTCA) has appeared in the literature. As chronicled elsewhere (Auton 2004, 2006; DeLorme et al. 2011; Mintzes 2001; Taylor et al. 2007), studies have reported empirical findings on the content and effects of DTCA from the perspectives of regulators and government, pharmaceutical and insurance companies, health care professionals, and consumers. Interestingly, few studies...

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