Can Credence Advertising Effects Be Isolated? Can They Be Negative?: Evidence from Pharmaceuticals
AbstractWe explore the relative impact of informative versus the credence effects of direct-to-consumer advertising in the market for prescription drugs. In particular, we examine how advertising for statin medications affects the delay between diagnosis and pharmacological treatment for patients with elevated cholesterol, as well as the time between treatment initiation and therapy switching. Duration models of delay to treatment indicate that over some ranges, advertising increases the likelihood of treatment, while over other ranges greater advertising is associated with lower likelihood of treatment. Results for the switching behavior models indicate that on net, advertising tends to both discourage switching between drugs and encourage therapy continuation. However, the component of the advertising that represents credence effects is generally positive, which indicates that as patients' spell of drug usage lengthens, the Food and Drug Administration–required warnings in advertisements induce consumers to switch away from the pharmaceuticals they are using.
Download InfoTo our knowledge, this item is not available for download. To find whether it is available, there are three options:
1. Check below under "Related research" whether another version of this item is available online.
2. Check on the provider's web page whether it is in fact available.
3. Perform a search for a similarly titled item that would be available.
Bibliographic InfoArticle provided by Southern Economic Association in its journal Southern Economic Journal.
Volume (Year): 78 (2011)
Issue (Month): 1 (July)
Find related papers by JEL classification:
- I11 - Health, Education, and Welfare - - Health - - - Analysis of Health Care Markets
- L15 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Information and Product Quality
- D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search, Learning, and Information
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Laura Razzolini).
If references are entirely missing, you can add them using this form.