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Direct-to-consumer (DTC) antidepressant advertising and consumer misperceptions about the chemical imbalance theory of depression: the moderating role of skepticism
Resource type
Authors/contributors
- Park, Jin Seong (Author)
- Ahn, Ho-Young (Author)
Title
Direct-to-consumer (DTC) antidepressant advertising and consumer misperceptions about the chemical imbalance theory of depression: the moderating role of skepticism
Abstract
Based on a survey with members of an online consumer panel (N= 699), this study revealed that: (a) a substantial percentage of consumers held misperceptions about the chemical imbalance theory of depression; (b) personal and interpersonal experiences with depression positively related to such misperceptions; (c) overall, exposure to direct-to-consumer (DTC) antidepressant advertising did not significantly relate to misperceptions; and (d) DTC exposure magnified misperceptions when consumers were highly trustful of DTC advertising, whereas exposure diluted misperceptions when consumers were highly skeptical. Theoretical and practical implications of the research are discussed, especially in light of the social responsibility of DTC advertising. © 2013 Copyright Taylor and Francis Group, LLC.
Publication
Health Marketing Quarterly
Date
2013-10-01, October 2013
Volume
30
Issue
4
Pages
362-378
Journal Abbr
Health Mark. Q.
Citation Key
URL
ISSN
07359683 (ISSN)
Language
English
Extra
5 citations (Crossref) [2023-10-31]
Citation Key Alias: pop00284
tex.type: [object Object]
Citation
Park, J. S., & Ahn, H.-Y. (2013). Direct-to-consumer (DTC) antidepressant advertising and consumer misperceptions about the chemical imbalance theory of depression: the moderating role of skepticism. Health Marketing Quarterly, 30(4), 362–378. https://doi.org/10.1080/07359683.2013.847337
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