Aging and Direct-to-Consumer Prescription Drug Television Ads: The Effects of Individual Differences and Risk Presentation.

Journal Article (Journal Article)

To determine how individual difference (age, cognition, and hearing) and risk presentation (audio frequency, speed, and organization) variables affect viewing of direct-to-consumer (DTC) prescription drug television ads, participants (N = 1,075) from four age groups across the adult lifespan took an in-person hearing examination, watched a DTC television ad, and responded to survey questions. Results showed that increased age was related to reduced cognition and hearing ability, as well as lower ad comprehension and risk recall. Greater speed and more complex organization of the ad's risk information lowered risk recall and claim recognition. Audio frequency had no effect. Cognitive abilities mediated the relationship between age and risk recall. Our findings suggest that older adults are likely to have more difficulty recalling and understanding the risks presented in DTC television ads. Risk information can be presented in ways that facilitate or inhibit recall and recognition among individuals across the lifespan.

Full Text

Duke Authors

Cited Authors

  • O'Donoghue, AC; Johnson, M; Sullivan, HW; Parvanta, S; Ray, S; Southwell, BG

Published Date

  • 2019

Published In

Volume / Issue

  • 24 / 4

Start / End Page

  • 368 - 376

PubMed ID

  • 31012394

Pubmed Central ID

  • PMC7342495

Electronic International Standard Serial Number (EISSN)

  • 1087-0415

Digital Object Identifier (DOI)

  • 10.1080/10810730.2019.1606364


  • eng

Conference Location

  • United States