Do Consumers Avoid Watching Over-the-Counter Drug Advertisements? An Analysis of Cognitive and Affective Factors that Prompt Advertising Avoidance

Do consumers avoid viewing over-the-counter (OTC) pharmaceutical advertisements? And, if so, why? The authors of the current study tested their proposed “Ad Avoidance Model” by surveying a nationally-representative sample of U.S.

Do Consumers Avoid Watching Over-the-Counter Drug Advertisements? An Analysis of Cognitive and Affective Factors that Prompt Advertising Avoidance

Jisu Huh

University of Minnesota

Denise E. DeLorme

University of Central Florida

Leonard N. Reid

University of Georgia/Virginia Commonwealth University

MANAGEMENT SLANT

  • Consumer avoidance of over-the-counter (OTC) drug advertising is more directly and strongly influenced by affective reactions (e.g., irritation) and attitude toward such advertising than cognitive reactions (e.g., perceived utility or skepticism).
  • As such, when consumers are more irritated by and feel less favorable toward OTC drug advertisements, they are more likely to avoid them.
  • High-income and younger consumers most likely...

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