Herzenstein, Michal; Misra, Sanjog; Posavac, Steven - In: Marketing Letters 15 (2004) 4, pp. 201-212
Data from 1081 adults surveyed by the FDA were analyzed to explore consumers’ attitudes toward direct-to-consumer advertising (DTCA) of prescription drugs, and the relation between these attitudes and health related consumption behaviors. We report the favorableness of consumers’ reactions...
