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 … employed a 3 (Endorser: physician, patient, or celebrity)×2 (Tonality: supportive vs threatening) experimental design. Subjects … first empirical study that examines the effects of DTCA in terms of endorser selection and message tonality on patients …