Do Korean-Americans View Drug Advertisements Differently than Non-Hispanic White Americans? Perceptions of Direct-to-Consumer Media: How Useful Is the Information They Convey?

The Korean-American market segment is distinct, economically powerful, and under-examined. This study compared perceived information utility of six direct-to-consumer advertising (DTCA) media for prescription drugs among Korean-Americans and Non-Hispanic White Americans.

Do Korean-Americans View Drug Advertisements Differently than Non-Hispanic White Americans? Perceptions of Direct-to-Consumer Media: How Useful Is the Information They Convey?

Jisu Huh

University of Minnesota

Denise E. Delorme

University of Central Florida

Leonard N. Reid

University of Georgia

Junga Kim

University of North Florida

Management slant

  • The perception of the utility of direct-to-consumer advertising (DTCA) media by different consumer sub-populations—along with their time spent using the media types—should be included in DTCA budgeting and media planning decisions.
  • High television DTCA exposure likely would lead to higher informational use of television DTC advertisements, particularly among heavier viewers.
  • Pharmaceutical marketers...

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