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Direct-to-consumer advertising and online search

Author

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  • Chesnes, Matthew
  • Jin, Ginger Zhe

Abstract

Beginning in 1997, the Food and Drug Administration (FDA) allowed television advertisements to make major statements about a prescription drug, while referring to detailed information on the internet. The hope was that consumers would seek additional information online to understand the risks and benefits of taking the medication. This policy motivates us to analyze direct-to-consumer advertising (DTCA) and search engine click-through data on a set of drugs over the period from 2008 to 2011.

Suggested Citation

  • Chesnes, Matthew & Jin, Ginger Zhe, 2019. "Direct-to-consumer advertising and online search," Information Economics and Policy, Elsevier, vol. 46(C), pages 1-22.
    • Handle: RePEc:eee:iepoli:v:46:y:2019:i:c:p:1-22
    DOI: 10.1016/j.infoecopol.2018.11.001
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    References listed on IDEAS

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    Cited by:

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    2. Xiang Hui & Meng Liu & Tat Chan, 2023. "Targeted incentives, broad impacts: Evidence from an E-commerce platform," Quantitative Marketing and Economics (QME), Springer, vol. 21(4), pages 493-517, December.

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    More about this item

    Keywords

    Direct-to-consumer advertising; Prescription drugs; Internet search;
    All these keywords.

    JEL classification:

    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • I18 - Health, Education, and Welfare - - Health - - - Government Policy; Regulation; Public Health
    • K32 - Law and Economics - - Other Substantive Areas of Law - - - Energy, Environmental, Health, and Safety Law
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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