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Direct-to-Consumer Advertising for a Prescription Sleep Aid

Permanent Link: http://ufdc.ufl.edu/UFE0043574/00001

Material Information

Title: Direct-to-Consumer Advertising for a Prescription Sleep Aid Predicting College Students' Intentions to Communicate with Their Physicians about the Drug
Physical Description: 1 online resource (99 p.)
Language: english
Creator: Gerlach, Kathryn Rose
Publisher: University of Florida
Place of Publication: Gainesville, Fla.
Publication Date: 2011

Subjects

Subjects / Keywords: advertising -- bandura -- communication -- direct-to-consumer -- doctor -- dtc -- dtca -- dyad -- healthcare -- insomnia -- marketing -- medical -- outcome-expectancy -- patient -- pharmaceutical -- physician -- prescription -- sct -- self-efficacy -- sleep -- social-cognitive-theory -- undergraduates
Journalism and Communications -- Dissertations, Academic -- UF
Genre: Mass Communication thesis, M.A.M.C.
bibliography   ( marcgt )
theses   ( marcgt )
government publication (state, provincial, terriorial, dependent)   ( marcgt )
born-digital   ( sobekcm )
Electronic Thesis or Dissertation

Notes

Abstract: Though pharmaceutical companies spend billions of dollars every year marketing their products, most direct-to-consumer (DTC) advertising research lacks a strong theoretical foundation. The current study replicates the work of Young et al. (2005), which drew on Albert Bandura's Social Cognitive Theory (SCT). Their study explained female college students' intended communication behaviors in response to an advertisement for a fictitious birth control pill. In the current research, 169 male and female undergraduates were asked to review a print ad for a fictitious insomnia medication and were queried about their intentions to communicate with their physicians about the drug. Findings suggest that when respondents think discussing prescription drugs with their doctors is useful, they are more inclined to pursue such conversations. Respondents' confidence in their communicative abilities, however, did not affect their intended communication behaviors. Controlling for a host of background characteristics failed to alter these results in multivariate analyses. Linear regressions explained two to three times more variation in men's intended communication behavior scores compared to women's scores - a sex difference that Young et al. (2005) could not find with their all-female sample.
General Note: In the series University of Florida Digital Collections.
General Note: Includes vita.
Bibliography: Includes bibliographical references.
Source of Description: Description based on online resource; title from PDF title page.
Source of Description: This bibliographic record is available under the Creative Commons CC0 public domain dedication. The University of Florida Libraries, as creator of this bibliographic record, has waived all rights to it worldwide under copyright law, including all related and neighboring rights, to the extent allowed by law.
Statement of Responsibility: by Kathryn Rose Gerlach.
Thesis: Thesis (M.A.M.C.)--University of Florida, 2011.
Local: Adviser: Treise, Deborah M.

Record Information

Source Institution: UFRGP
Rights Management: Applicable rights reserved.
Classification: lcc - LD1780 2011
System ID: UFE0043574:00001

Permanent Link: http://ufdc.ufl.edu/UFE0043574/00001

Material Information

Title: Direct-to-Consumer Advertising for a Prescription Sleep Aid Predicting College Students' Intentions to Communicate with Their Physicians about the Drug
Physical Description: 1 online resource (99 p.)
Language: english
Creator: Gerlach, Kathryn Rose
Publisher: University of Florida
Place of Publication: Gainesville, Fla.
Publication Date: 2011

Subjects

Subjects / Keywords: advertising -- bandura -- communication -- direct-to-consumer -- doctor -- dtc -- dtca -- dyad -- healthcare -- insomnia -- marketing -- medical -- outcome-expectancy -- patient -- pharmaceutical -- physician -- prescription -- sct -- self-efficacy -- sleep -- social-cognitive-theory -- undergraduates
Journalism and Communications -- Dissertations, Academic -- UF
Genre: Mass Communication thesis, M.A.M.C.
bibliography   ( marcgt )
theses   ( marcgt )
government publication (state, provincial, terriorial, dependent)   ( marcgt )
born-digital   ( sobekcm )
Electronic Thesis or Dissertation

Notes

Abstract: Though pharmaceutical companies spend billions of dollars every year marketing their products, most direct-to-consumer (DTC) advertising research lacks a strong theoretical foundation. The current study replicates the work of Young et al. (2005), which drew on Albert Bandura's Social Cognitive Theory (SCT). Their study explained female college students' intended communication behaviors in response to an advertisement for a fictitious birth control pill. In the current research, 169 male and female undergraduates were asked to review a print ad for a fictitious insomnia medication and were queried about their intentions to communicate with their physicians about the drug. Findings suggest that when respondents think discussing prescription drugs with their doctors is useful, they are more inclined to pursue such conversations. Respondents' confidence in their communicative abilities, however, did not affect their intended communication behaviors. Controlling for a host of background characteristics failed to alter these results in multivariate analyses. Linear regressions explained two to three times more variation in men's intended communication behavior scores compared to women's scores - a sex difference that Young et al. (2005) could not find with their all-female sample.
General Note: In the series University of Florida Digital Collections.
General Note: Includes vita.
Bibliography: Includes bibliographical references.
Source of Description: Description based on online resource; title from PDF title page.
Source of Description: This bibliographic record is available under the Creative Commons CC0 public domain dedication. The University of Florida Libraries, as creator of this bibliographic record, has waived all rights to it worldwide under copyright law, including all related and neighboring rights, to the extent allowed by law.
Statement of Responsibility: by Kathryn Rose Gerlach.
Thesis: Thesis (M.A.M.C.)--University of Florida, 2011.
Local: Adviser: Treise, Deborah M.

Record Information

Source Institution: UFRGP
Rights Management: Applicable rights reserved.
Classification: lcc - LD1780 2011
System ID: UFE0043574:00001


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PAGE 5

en

PAGE 10

Federal Register New York Times

PAGE 11

Consumer Reports Los Angeles Times Chicago Tribune

PAGE 13

History of DTC Advertising

PAGE 15

DTC Advertising and the Patient-Physician Relationship does New York Times

PAGE 17

both

PAGE 18

communication feel

PAGE 19

Wall Street Journal

PAGE 20

Other DTC Advertising Controversies Drug Prices

PAGE 21

need

PAGE 22

De -stig matizing Illness vs. Disease Mongering

PAGE 24

Providing Valuable Health Information vs. Misleading the Public intentionally Prevention

PAGE 26

Does DTCA Really Work? Assessing DTC Advertising Strategies and Outcomes

PAGE 28

, Habits, and Medication Use

PAGE 31

Theoreti cal Orientation Social Cognitive Theory

PAGE 32

Social Lear ning Through Imitation Social Learning and Personality Development cognitive

PAGE 34

Using Social Cognitive Theory to Explain Health Behaviors

PAGE 36

en Hypotheses H1:

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H2: H3: not

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Measures Outcome Variable Key Independent Variables

PAGE 39

Control Variables en

PAGE 40

en never high en

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in the past 30 days ever Procedures before

PAGE 42

Participants

PAGE 44

Pre-Testing the Fictitious Advertisement for Credibility

PAGE 47

Data Analysis

PAGE 48

Univariate De mographic Variables

PAGE 50

Sleep-Related Variables

PAGE 51

Communication Variables

PAGE 52

Bivariate Hypothesis 1

PAGE 54

Hypothesis 2 only

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Multivariate Hypothesis 3 every never

PAGE 56

Multivariate Results by Gender

PAGE 57

Synopsis of Results

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last 30 days ever consider

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Limitations

PAGE 74

after Suggestions for Future Research

PAGE 76

Closing not

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never slight chance moderate chance high chance

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in the past 30 days ever

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Somnus S R TM can give you what you never thought possible a more productive day Isn t it time you woke up feeling better rested?

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Somnus SR TM is a highly effective ins omnia medication that gently guides your body into a deep, restorative stage of sleep and keeps you there throughout the night. Clinical studies have shown that patients taking Somnus SR TM performed everyday tasks more efficiently after just five hours of sleep than did control groups who had received a full eight hours. ww.somnusSR.com 1 800 581 5608 http://www.somnusSR.com/savings program.html

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en-CA Debriefing: UFIRB #2011-U-356 en-CA en-CA Study Title: en-CA en-CA en-CA en-CA en-CA en-CA the ad you examined is not a real advertisement and was NEVER distributed in the mass media en-CA Somnus DOES NOT EXIST you might have provided different answers to survey questions if you had known the ad was a fake

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Kathryn Gerlach

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Kathryn Gerlach

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In ternet world: Guide to oneto -one web marketing Journal of Broadcasting 24 Journal of Medical Systems USA Today Psychology and Health Medical Marketing & Media Health Education & Behavior Journal of Marketing Communications Economic Affairs JAMA Social Learning through Imitati on Social Learning Theory Psychological Review Advances in Behaviour Research and Therapy Cognitive Therapy and Research

PAGE 88

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PAGE 89

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PAGE 90

Journal of Clinical Oncology The Journal of Family Practice New England Journal of Medicine Statistical power analysis for the behavioral sciences Best buy drugs Chicago Tribune University of Toronto Health Law and Policy Group Cognitive Therapy and Research, Biological Rhythm Research Journal of Public Policy & Marketing New England Journal of Medicine Sleep Breath

PAGE 91

Science JAMA Journal of American College Health Cognitive Therapy and Research Annals of Family Medicine The American Journal of Medicine Global pharmaceutical growth predicted to be 5-7% in 2011 Nature Reviews Drug Discovery Research in Social and Administrative Pharmacyen Journal of Marketing Journal of Healthcare Marketing JAMA Brain Communication Theory,

PAGE 92

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PAGE 94

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PAGE 95

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PAGE 96

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PAGE 97

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PAGE 98

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