Scepticism towards DTC advertising: a comparative study of Korean and Caucasian Americans
University of Minnesota – Twin Cities
University of Central Florida
University of Georgia
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 within this large research stream have reported comparative evidence on DTCA either between different cross-national populations or subcultural segments of domestic populations (e.g. Coney 2002; DeLorme et al. 2010; Diehl et al. 2007, 2008; Hoek et al. 2004).