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dc.contributor.advisorEastin, Matthew S.en
dc.contributor.committeeMemberMackert, Michael S.en
dc.creatorLinden, Jeffrey Michaelen
dc.date.accessioned2012-11-26T18:45:25Zen
dc.date.accessioned2017-05-11T22:29:59Z
dc.date.available2012-11-26T18:45:25Zen
dc.date.available2017-05-11T22:29:59Z
dc.date.issued2012-08en
dc.date.submittedAugust 2012en
dc.identifier.urihttp://hdl.handle.net/2152/ETD-UT-2012-08-5945en
dc.descriptiontexten
dc.description.abstractThis study intended to examine the effects of Direct-to-Consumer prescription drug advertising (DTCA). Looking specifically for the behavioral effects that exposure to DTCA had on consumers, data was collected about respondents’ actions after seeing or hearing an advertisement for a prescription drug. Application of the Theory of Planned Behavior and the Theory of Uses and Gratifications demonstrated the potential psychological factors at play throughout consumers’ decision making process. Advertising congruence with media use was an important aspect of the study as well as grasping respondents’ perception of behavioral control with regard to requesting prescription drugs from their doctor. A small portion of this study examined how physician prescribing behavior was affected by DTCA.en
dc.format.mimetypeapplication/pdfen
dc.language.isoengen
dc.subjectDirect-to-consumer advertisingen
dc.subjectPrescription drug advertisingen
dc.subjectDTCAen
dc.titleDirect to consumer prescription drug advertisingen
dc.description.departmentAdvertisingen
dc.type.genrethesisen
dc.date.updated2012-11-26T18:45:37Zen
dc.identifier.slug2152/ETD-UT-2012-08-5945en


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