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...