Correction of Overstatement and Omission in Direct-to-Consumer Prescription Drug Advertising
Little experimental evidence exists regarding corrective television advertising as a remedy for misleading direct-to-consumer prescription drug ads. We examined how exposure to an ad for a fictitious prescription drug that appeared to offer benefits and risks superior to normative standards for asthma medication (i.e., a simulated violative ad) and a corresponding corrective ad shaped viewer perceptions, understanding, and intended behavior. Through an experiment with 1,057 participants, we found that a corrective ad counteracted viewer belief of an overstatement of efficacy claim, but was less successful in counteracting omission of risk. Corrective ad exposure also affected general viewer perceptions of, and intended behaviors toward, the drug.
Duke Scholars
Altmetric Attention Stats
Dimensions Citation Stats
Published In
DOI
EISSN
ISSN
Publication Date
Volume
Issue
Start / End Page
Related Subject Headings
- Communication & Media Studies
- 4701 Communication and media studies
- 2001 Communication and Media Studies
- 1903 Journalism and Professional Writing
- 1902 Film, Television and Digital Media
Citation
Published In
DOI
EISSN
ISSN
Publication Date
Volume
Issue
Start / End Page
Related Subject Headings
- Communication & Media Studies
- 4701 Communication and media studies
- 2001 Communication and Media Studies
- 1903 Journalism and Professional Writing
- 1902 Film, Television and Digital Media