对澳大利亚直接面向消费者的广告的反应:比较经验。

Q3 Health Professions

Health Marketing Quarterly Pub Date : 2022-10-01 Epub Date: 2022-09-20 DOI:10.1080/07359683.2022.2124052

Stephen Goodall, Rosalie Viney, Deborah Street, David S Waller, Fei Li Zhao

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引用次数: 0

摘要

摘要:本文研究了直接面向消费者(DTC)广告对消费者在医疗问题上的行为意向的潜在影响。通过一项在线实验，1295人被随机分配到两种信息条件下。在两组回答有关症状的问题之前，一组观看了一种假设的唇疱疹药的广告，而另一组(对照组)没有观看广告。根据分组分配和应答者的唇疱疹经历对应答进行分析。结果表明，那些看过广告的人更有可能选择产品，广告对消费者体验的影响更大。

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Responses to direct-to-consumer advertising in Australia: Comparing experience.

AbsractThis paper examines the potential effect of Direct-to-Consumer (DTC) advertising on consumers' behavioral intentions in relation to a medical issue. Using an online experiment, 1295 people were randomized to two information conditions. One group watched an advertisement for a hypothetical cold sore medicine, while a second (control) group did not view the advertisement, before both groups answered questions on symptoms. The responses were analyzed based on group allocation and the respondents' experience with cold sores. Results indicate that those who viewed the advertisement were more likely to choose the product, and the advertisement had larger effects based on consumer experience.

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来源期刊

Health Marketing Quarterly Health Professions-Health Professions (all)

CiteScore

2.10

自引率

0.00%

发文量

期刊介绍： Health Marketing Quarterly is directed at academicians and practitioners who are concerned with the concepts, practice, and research of health care marketing in today"s complex environment. The journal addresses important contemporary issues in the use of marketing by health care organizations like hospitals, individual practitioners, and public health care organizations. This includes the use of marketing to promote, position, deter, enhance health care organizations/issues, and the development of the marketing literature on both a conceptual and empirical basis.