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


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).