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    Health Mark Q. 2009;26(4):333-46.

    Consumers responses to coupons in direct-to-consumer advertising of prescription drugs.

    Bhutada NS, Cook CL, Perri M 3rd.

    Source

    California Northstate College of Pharmacy, Rancho Cordova, California, USA.

    Abstract

    A study was conducted to understand the influence of coupons and consumers' level of involvement in direct-to-consumer advertising. Consumers exposed to prescription drug advertising with a coupon had significantly more favorable ad and brand-related attitudes, and intention to inquire about the drug to their doctor. However, there was no significant difference in perceived product risk between consumers exposed to the ad with a coupon and consumers exposed to the ad without a coupon. Highly involved consumers had significantly more favorable ad, brand, and coupon-related attitudes, drug inquiry intention, and perceptions about the risks associated with the drug.

    PMID:
    19916098
    [PubMed - indexed for MEDLINE]

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