Title

Do Perceptions of Direct-to-Consumer Pharmaceutical Advertising Vary Based on Urban Versus Rural Living?

Publication Title

Health Marketing Quarterly

Publication Date

2014

Document Type

Article

DOI

10.1080/07359683.2013.847344

Keywords

DTC advertising, rural consumers and healthcare, subcultural theory of urbanism

Disciplines

Business Administration, Management, and Operations | Marketing | Other Business

Abstract

This study explores the connection between perceptions of direct-to-consumer (DTC) advertising based on where people live and shop. Urban consumers were found to be more skeptical of DTC advertising, but more likely to believe that physicians select pharmaceuticals based on the efficacy of the product. Those living in rural areas were more motivated to visit a doctor and more likely to feel an equal doctor−patient relationship after exposure to DTC advertising. Interaction effects among gender, income, and education were detected, as well as an interaction effects between location and income on views of DTC advertising.

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