Callaghan, Glenn M.; Laraway, Sean; Snycerski, Susan; … - In: Journal of Consumer Marketing 30 (2013) 3, pp. 267-272
Purpose – The purpose of this paper is to determine the extent to which exposure to a television commercial for an antidepressant drug (Cymbalta ® ) compared to another commercial (Weight Watchers ® ) influenced participants' knowledge of the drug (including side effects and indications) and...