Handlin, Amy; Mosca, Joseph B.; Forgione, Dana A.; … - In: Journal of Consumer Marketing 20 (2003) 3, pp. 227-237
Direct‐to‐consumer (DTC) advertising of prescription drugs is no longer the novel experiment it was during the late … evidence that DTC advertising is a stimulus to consumer purchasing behavior, has resulted in DTC advertising becoming a … directionally consistent. In general, consumers have positive attitudes toward DTC advertising, viewing it as a valuable educational …