Direct-to-Consumer Drug Advertisements Can Paradoxically Increase Intentions to Adopt Lifestyle Changes

Frontiers in Psychology

Maya B. Mathur¹ 

关键词: direct-to-consumer advertising;    risk compensation;    health psychology;    boomerang effect;    attitude change;   

DOI  :  10.3389/fpsyg.2016.01533

学科分类：心理学（综合）

来源: Frontiers

【 摘 要 】

Background: Direct-to-consumer (DTC) prescription drug advertisements are thought to induce “boomerang effects,” meaning they reduce the perceived effectiveness of a potential alternative option: non-pharmaceutical treatment via lifestyle change. Past research has observed such effects using artificially created, text-only advertisements that may not adequate capture the complex, conflicting portrayal of lifestyle change in real television advertisements. In other risk domains, individual “problem status” often moderates boomerang effects, such that subjects who currently engage in the risky behavior exhibit the strongest boomerang effects.

【 授权许可】

CC BY