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Recognizing Consumer Issues in DTC Pharmaceutical Advertising
Author(s) -
ROYNE MARLA B.,
MYERS SUSAN D.
Publication year - 2008
Publication title -
journal of consumer affairs
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.582
H-Index - 62
eISSN - 1745-6606
pISSN - 0022-0078
DOI - 10.1111/j.1745-6606.2007.00094.x
Subject(s) - direct to consumer advertising , advertising , marketing , focus (optics) , medical prescription , business , public relations , political science , medicine , physics , optics , pharmacology
As one of the most controversial modern business practices in history, direct‐to‐consumer advertising of prescription medications is a critical topic for consumer advocates, but the current body of literature falls short of providing practical guidance for the eminent policy change. The current article reviews the existing perspectives on direct‐to‐consumer advertising and offers directions for answering important questions that focus on the consumer’s interests.