Consumer responses towards non-prescription and prescription drug advertising in the US and Germany: they don't really like it, but they do believe it
Sandra DiehlSaarland University, Germany
Barbara MuellerSan Diego State University, US
Ralf TerlutterUniversity of Klagenfurt, Austria
STATEMENT OF PURPOSE AND BACKGROUND
Pharmaceutical advertising has become an important and widely discussed issue among both researchers and practitioners (e.g. Auton 2004; Huh & Becker 2005; Huh & Langteau 2007; Lee et al. 2007). Pharmaceutical advertising can be defined as messages created by marketers of pharmaceutical products that attempt to inform, persuade and even entertain members...