N. Bergner, Kai; Falk, Tomas; Heinrich, Daniel; A. … - In: International Journal of Pharmaceutical and Healthcare … 7 (2013) 4, pp. 391-409
Purpose – This paper aims to examine how direct-to-consumer advertising (DTCA) in terms of endorser selection and message tonality affect patients' self-efficacy, response efficacy, and compliance. Design/methodology/approach – This study employed a 3 (Endorser: physician, patient, or...