Abstract
Direct-to-consumer pharmaceutical advertising (DTCA) is believed to empower consumers, but national surveys indicate declining trust in DTCA. Given the unique characteristics of this category, it is unclear what the likely consequences are of reduced trust in these ads. Furthermore, previous research is inadequate to discern the basis of trust toward DTCA. To address this issue, a model of the antecedent and consequent factors connected to trust in DTCA was developed based on prior empirical findings and the Persuasion Knowledge Model (PKM). This paper presents survey findings testing the model. SEM results show trust is predicted by perceptions of mediated health information sources, advertising in general, pharmaceutical companies, and the perceived value and informativeness of prescription drug ads. Regarding outcomes, results were mixed for the relationship of trust with attention, attitudes, and behavioral intent. Overall, findings suggest trust plays a complex role in shaping consumer reactions to prescription drug ads. Implications and future research directions are discussed.
You have full access to this open access chapter, Download conference paper PDF
Similar content being viewed by others
Keywords
- Direct-to-consumer Advertising
- Persuasion Knowledge Model (PKM)
- Pharmaceutical Advertising
- Behavioral Intent
- Complex Role
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Direct-to-consumer pharmaceutical advertising (DTCA) is believed to empower consumers, but national surveys indicate declining trust in DTCA. Given the unique characteristics of this category, it is unclear what the likely consequences are of reduced trust in these ads. Furthermore, previous research is inadequate to discern the basis of trust toward DTCA. To address this issue, a model of the antecedent and consequent factors connected to trust in DTCA was developed based on prior empirical findings and the Persuasion Knowledge Model (PKM). This paper presents survey findings testing the model. SEM results show trust is predicted by perceptions of mediated health information sources, advertising in general, pharmaceutical companies, and the perceived value and informativeness of prescription drug ads. Regarding outcomes, results were mixed for the relationship of trust with attention, attitudes, and behavioral intent. Overall, findings suggest trust plays a complex role in shaping consumer reactions to prescription drug ads. Implications and future research directions are discussed.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 The Academy of Marketing Science
About this paper
Cite this paper
Ball, J.G., Manika, D., Stout, P.A. (2016). Building a Theoretical Model of Trust in Direct-to-Consumer Advertising. In: Groza, M., Ragland, C. (eds) Marketing Challenges in a Turbulent Business Environment. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-19428-8_12
Download citation
DOI: https://doi.org/10.1007/978-3-319-19428-8_12
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-19427-1
Online ISBN: 978-3-319-19428-8
eBook Packages: Business and ManagementBusiness and Management (R0)