The welfare implications of direct-to-consumer advertising (DTCA) have garnered considerable attention and are … complicated since the consumer delegates some decision-making authority to the physician, who is exposed to advertising as well … prescription drugs. I then use the estimated parameters of the model to compute the impact on consumer welfare that results from …

We measure the impact of direct-to-consumer television advertising (DTCA) by drug manufacturers. Our identification … strategy exploits shocks to local advertising markets generated by idiosyncrasies of the political advertising cycle as well as … a 0.76% increase in revenue, while the same increase in rival advertising leads to a 0.55% decrease in firm revenue …

We measure the impact of direct-to-consumer television advertising (DTCA) by drug manufacturers. Our identification … strategy exploits shocks to local advertising markets generated by idiosyncrasies of the political advertising cycle as well as … a 0.76% increase in revenue, while the same increase in rival advertising leads to a 0.55% decrease in firm revenue …

-toconsumer advertising (DTCA) of prescription drugs, and the relation between these attitudes and health related consumption behaviors. We … physicians. Mediation analyses that more fully explicate these findings are discussed …