Class of 2009 Abstract / OBJECTIVES: The purpose of this study was to expand the current knowledge regarding opinions about the consequences of DTCA, specifically in terms of their implications for pharmacy practice. We evaluated this by examining student pharmacist attitudes toward DTCA and their perception of its practical ramifications as they progressed through pharmacy coursework. We also compared attitudes of student pharmacists’ with those of practicing pharmacists’ as previously published. METHODS: Students at the University of Arizona College of Pharmacy, enrolled in their 1st, 2nd, and 3rd year of coursework, completed a questionnaire with 16 Likert-scale items soliciting levels of agreement with statements regarding DTCA. Two direct questions about overall support for DTCA and experience with patient questions regarding DTCA were included. Demographic data was also collected. RESULTS: No difference was found between groups of students with respect to attitudinal statements regarding DTCA when analyzed by ANOVA (p>0.05). Similar results were found for overall support for DTCA as analyzed by Chi-square (p>0.05). There was a statistically significant difference in overall support for DTCA between students and pharmacists when assessed by Chi-square (p<0.05). CONCLUSIONS: Pharmacists are more likely to not support DTCA, whereas student pharmacists are more likely to be uncertain of whether or not they support it. An obvious difference between these groups is practice experience, which probably increases exposure to DTCA. Though it is difficult to discern the cause of this difference in opinion, it may suggest a link between experience and attitudes toward advertising policy.

Thesis (M.A.)--Liberty University, 2009. / Includes bibliographical references.

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This study intended to examine the effects of Direct-to-Consumer prescription drug advertising (DTCA). Looking specifically for the behavioral effects that exposure to DTCA had on consumers, data was collected about respondents’ actions after seeing or hearing an advertisement for a prescription drug. Application of the Theory of Planned Behavior and the Theory of Uses and Gratifications demonstrated the potential psychological factors at play throughout consumers’ decision making process. Advertising congruence with media use was an important aspect of the study as well as grasping respondents’ perception of behavioral control with regard to requesting prescription drugs from their doctor. A small portion of this study examined how physician prescribing behavior was affected by DTCA. / text

Television is a medium through which dominant cultural ideologies about health and illness circulate. Direct-to-consumer (DTC) drug advertisements, such as those for antidepressants, communicate a distinct image of illness and intervention, and have the potential to shape how we understand these experiences. Though there has been much debate on whether such advertising should be permitted, as well as explorations of their impact, there is an absence of qualitative research on how the public interacts with and makes meaning of these ads. The purpose of this study was to explore the ways in which the public interacts with the messages related to depression and its treatment in DTC antidepressant ads shown on television. Six semi-structured focus groups of 1-2 hours, with 4-6 female participants per group were conducted. Within each group, 2-3 DTC antidepressant ads were viewed, followed by a discussion after each viewing. Focusing on the function of language, discourse analysis was the methodology chosen to explore how the women took up and negotiated the messages within the ads. I show how the women problematized the presentation of depression and its treatment within the ads, often positioning the ads as falling short due to various oversimplifications of depression and treatment. More specifically, they evidenced a reclaiming of normal and depression, as well as a caution in engaging with and staking claims to these categories. This research provides a more in-depth understanding as to how these ads can impact women, who are over-represented in those who are prescribed antidepressants, and how women can take on and challenge the messages in these ads.

Trust in direct-to-consumer (DTC) pharmaceutical advertising is declining among consumers. Survey findings suggest providing more information about side effects and benefits to address this issue. Some scholars also criticize the ads for their emotional content despite the key role emotion can play in health-related decision making and trust. Therefore, an experimental study was conducted to assess the relative effectiveness of functional and emotional benefit communication as well the preferred balance of side effects and benefits information provided in DTC pharmaceutical ads in terms of perceived credibility/trust and persuasive outcomes. Results suggest a message including a combination of functional and emotional benefits is considered more credible and informative than an ad describing only emotional benefits. In addition, a high amount of side effect information produces lower brand attitudes and greater perceptions of manipulative intent compared to a low amount of side effect information. Implications for pharmaceutical advertising practitioners and researchers are discussed. / text

Direct-to-consumer (DTC) advertising of prescription products is the promotion of prescription-only medicine (POM) to the general public through commercial media. It is a new promotional tool for prescription drugs. Traditionally, pharmaceutical companies have promoted their products to licensed health care professionals only; any direct communication with consumers has been avoided. In the USA and New Zealand, however, DTC advertising is officially allowed. / In Hong Kong, DTC advertisement has never been specially prohibited, but it is not openly endorsed either. Printed advertisements of prescription only medicines started to appear in newspapers in Hong Kong after the relaxation of regulations in 1997. More and more advertisements of prescription-only drugs are appearing in local newspapers and magazines. However, the doctor is the one who makes the diagnosis of the disease and decides the appropiate prescriptions and advertising to consumers may not necessarily affect the prescribing habits of the doctors. It could be useful therefore for the development of local marketing strategies to determine the views and attitudes of physicans and consumers in Hong Kong towards DTC advertising of prescription pharmaceutical products. / Thesis (DBA(DoctorateofBusinessAdministration))--University of South Australia, 2007.

Thesis (M.A.)--University of Missouri-Columbia, 2008. / The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 12, 2009) Includes bibliographical references.

The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on September 25, 2009). Thesis advisor: Dr. Paul Bolls. Vita. Includes bibliographical references.