IDEAS home Printed from https://ideas.repec.org/a/bla/jconsa/v48y2014i1p175-194.html
   My bibliography  Save this article

Consumers' Optimism Bias and Responses to Risk Disclosures in Direct-to-Consumer (DTC) Prescription Drug Advertising: The Moderating Role of Subjective Health Literacy

Author

Listed:
  • HO-YOUNG (ANTHONY) AHN
  • JIN SEONG PARK
  • ERIC HALEY

Abstract

type="main" xml:id="joca12028-abs-0001"> Despite a substantial body of research in direct-to-consumer advertising (DTCA) for prescription drugs, what is missing from the existing discussion on the risk disclosure in DTCA is a focus on the roles of individual motivation and ability to process risk information. Guided by the Elaboration Likelihood Model (ELM) and the Motivation-Ability-Opportunity framework, the current study examines the roles of the consumer's optimism bias and subjective health literacy in responding to the risk disclosure in DTCA. By analyzing survey data ( N = 404), the study reveals that: (1) consumers who show a tendency to believe that they are at less risk of experiencing adverse reactions to prescription drugs than their peers are less likely to pay attention to the risk disclosure or intend to seek further information about the health risks of drugs, (2) the relationship between optimism bias and information-seeking intentions is stronger for consumers with high subjective health literacy than for those with low health literacy. Implications and recommendations are provided .

Suggested Citation

  • Ho-Young (Anthony) Ahn & Jin Seong Park & Eric Haley, 2014. "Consumers' Optimism Bias and Responses to Risk Disclosures in Direct-to-Consumer (DTC) Prescription Drug Advertising: The Moderating Role of Subjective Health Literacy," Journal of Consumer Affairs, Wiley Blackwell, vol. 48(1), pages 175-194, March.
    • Handle: RePEc:bla:jconsa:v:48:y:2014:i:1:p:175-194
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1111/joca.12028
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Cox, Anthony D. & Cox, Dena, 2010. "A defense of direct-to-consumer prescription drug advertising," Business Horizons, Elsevier, vol. 53(2), pages 221-228, March.
    2. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    3. repec:reg:rpubli:141 is not listed on IDEAS
    4. Frosch, D.L. & Grande, D. & Tarn, D.M. & Kravitz, R.L., 2010. "A decade of controversy: Balancing policy with evidence in the regulation of prescription Drug advertising," American Journal of Public Health, American Public Health Association, vol. 100(1), pages 24-32.
    5. Batra, Rajeev & Ray, Michael L, 1986. "Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(4), pages 432-445, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Rosbergen, Edward & Wedel, Michel & Pieters, Rik, 1997. "Analyzing visual attention tot repeated print advertising using scanpath theory," Research Report 97B32, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    2. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    3. Shalom Levy & Israel Nebenzahl, 2008. "The influence of product involvement on consumers’ interactive processes in interactive television," Marketing Letters, Springer, vol. 19(1), pages 65-77, March.
    4. Gaia Rubera & Andrea Ordanini & David Mazursky, 2010. "Toward a contingency view of new product creativity: Assessing the interactive effects of consumers," Marketing Letters, Springer, vol. 21(2), pages 191-206, June.
    5. Hansen, Nele & Kupfer, Ann-Kristin & Hennig-Thurau, Thorsten, 2018. "Brand crises in the digital age: The short- and long-term effects of social media firestorms on consumers and brands," International Journal of Research in Marketing, Elsevier, vol. 35(4), pages 557-574.
    6. repec:dgr:rugsom:97b32 is not listed on IDEAS
    7. Del Barrio-García, Salvador & Kamakura, Wagner A. & Luque-Martínez, Teodoro, 2019. "A Longitudinal Cross-product Analysis of Media-budget Allocations: How Economic and Technological Disruptions Affected Media Choices Across Industries," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 1-15.
    8. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    9. Stallen, Mirre & Smidts, Ale & Rijpkema, Mark & Smit, Gitty & Klucharev, Vasily & Fernández, Guillén, 2010. "Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 802-811, October.
    10. O'Cass, A., 2000. "An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing," Journal of Economic Psychology, Elsevier, vol. 21(5), pages 545-576, October.
    11. Funk, Daniel C. & Haugtvedt, Curtis P. & Howard, Dennis R., 2000. "Contemporary Attitude Theory in Sport: Theoretical Considerations and Implications," Sport Management Review, Elsevier, vol. 3(2), pages 125-144, November.
    12. Heribert Gierl & Tina Großmann, 2008. "Imply-Benefit-Attribute im Bereich häufig gekaufter Konsumgüter," Schmalenbach Journal of Business Research, Springer, vol. 60(4), pages 355-384, June.
    13. Pornpitakpan, Chanthika, 2012. "A critical review of classical conditioning effects on consumer behavior," Australasian marketing journal, Elsevier, vol. 20(4), pages 282-296.
    14. Alcántara-Pilar, Juan Miguel & Del Barrio-García, Salvador & Rodríguez-López, Mª Eugenia, 2018. "Does language matter? A cross-national comparison of the moderating effect of language on website information-processing," Journal of Business Research, Elsevier, vol. 88(C), pages 66-78.
    15. Muhammad Rifki Shihab & Audry Pragita Putri, 2019. "Negative online reviews of popular products: understanding the effects of review proportion and quality on consumers’ attitude and intention to buy," Electronic Commerce Research, Springer, vol. 19(1), pages 159-187, March.
    16. Jakina Debnam, 2017. "Selection Effects and Heterogeneous Demand Responses to the Berkeley Soda Tax Vote," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 99(5), pages 1172-1187.
    17. Li, Hui & Xu, Yunjie & Huang, Lihua, 2021. "When less is more? The contingent effect of product supply limitation in the release of new electronic products," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    18. Ana Suárez-Vázquez & José Quevedo, 2015. "Analyzing superstars’ power using support vector machines," Empirical Economics, Springer, vol. 49(4), pages 1521-1542, December.
    19. Christophe Bezes, 2011. "Types de risques perçus et réducteurs de risques dans le commerce électronique : le cas du site Fnac.com," Post-Print hal-02086726, HAL.
    20. Dolbec, Pierre-Yann & Chebat, Jean-Charles, 2013. "The Impact of a Flagship vs. a Brand Store on Brand Attitude, Brand Attachment and Brand Equity," Journal of Retailing, Elsevier, vol. 89(4), pages 460-466.
    21. repec:mgs:iojome:v:2:y:2022:i:1:p:32-43 is not listed on IDEAS
    22. Bloemer, JoseM. M. & Kasper, Hans D. P., 1995. "The complex relationship between consumer satisfaction and brand loyalty," Journal of Economic Psychology, Elsevier, vol. 16(2), pages 311-329, July.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:jconsa:v:48:y:2014:i:1:p:175-194. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://www.blackwellpublishing.com/journal.asp?ref=0022-0078 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.