Abstract
According to the IMS Institute for Health, the global pharmaceutical market is expected to increase to USD 1.2 trillion in 2017 due to an aging population, unhealthy eating habits and lifestyles, as well as the increasing incidence of chronic diseases across the entire global population (Business Wire, 2013). The majority of investigations conducted to date have predominantly focused on direct-to-consumer prescription drug advertising (DTCA) (see e.g. Menon et al., 2004; Herzenstein et al., 2004; Huh et al, 2005). Apart from a very small number of investigations, research on consumer attitudes towards non-prescription drug advertising is limited (e.g., Main et al. 2004, DeLorme et al. 2010, Huh et al. 2015), while the majority of publications has predominantly focused on direct-to-consumer prescription drug advertising (DTCA) (see e.g. Cheong and Kim, 2014).
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Accent Health. (2014). “The Value of Physicians in the OTC Marketplace”. from http://www.accenthealth.com/AccentHealth/media/Documents/AH_OTC_whitepaper_2014.pdf
Austin, E.W., and Knaus, C.S. (2000). „Predicting the potential for risky behavior among those “too young” to drink, as the result of appealing advertising”. in: Journal of Health Communication, Vol. 5(1), 13-27.
Biel, A.L. (1990). “Love the ad. Buy the product?” in: Admap, Vol.26(9), 21-25.
Boush, D.M., Friestad, M., and Rose, G.M. (1994). “Adolescent skepticism toward TV advertising and knowledge of advertiser tactics”. in: Journal of Consumer Research, Vol. 21(1), 165-175.
Buckley, J. (2004). “Pharmaceutical Marketing”. in: Electronic Journal of Business Ethics and Organization Studies, Vol. 9(2), 4-11.
Business Wire. (2013). “Research and Markets: The Global Pharmaceutical Industry”, from http://www.businesswire.com/news/home/20131220005968/en/Research-Markets-Global-Pharmaceutical-Industry-Revenue-Forecasted
Cheong, Y., and Kim, K. (2014). “An assessment of direct-to-consumer (DTC) pharmaceutical advertising spending”. in: International Journal of Advertising, Vol. 33(1), 91-112.
CHPA. (2013). “Understanding Trust in OTC Medicines”, from http://www.yourhealthathand.org/images/uploads/CHPA_OTC_Trust_Survey_White_Paper.pdf
de Freitas Levy, M.L., and Lopes Muniz, M.C. (2016). “Pharmaceutical Advertising Regulation in Brazil 2016”, from http://www.almlaw.com.br/pdfs/pharmaceutical_advertising_2016_-_brazil_chapter.pdf
DeLorme, D.E., Huh, J., and Reid, L.N. (2009). “Direct-to-consumer advertising skepticism and consumers’ use and usefulness of prescription drug sources”. in: Health Marketing Quarterly, Vol. 26(4), 293-314.
DeLorme, D.E., Huh, J., Reid, L.N., and An, S. (2010). “The state of public research on over-the-counter drug advertising”. in: International Journal of Pharmaceutical and Healthcare Marketing, Vol. 4(3), 208-231.
DHHS. (2002). “Draft OIG Compliance Program Guidance for Pharmaceutical Manufacturers”, from https://oig.hhs.gov/fraud/docs/complianceguidance/draftcpgpharm09272002.pdf
Diehl, S., Mueller, B., and Terlutter, R. (2007). ”Skepticism towards pharmaceutical advertising in the U.S. and Germany”. in: Taylor, R.T., Lee, D.H. (1981) (eds.), Advances in International Marketing, Vol. 18. UK: Elsevier. 31-60.
Diehl, S., Mueller, B., and Terlutter, R. (2008). “Consumer responses towards non-prescription and prescription drug advertising in the US and Germany”. in: International Journal of Advertising, Vol. 27(1), 99-131.
Dieners, P., and Oeben, M. (2010). “The International Comparative Legal Guide to: Pharmaceutical Advertising 2010. Germany”, from: http://www.iclg.co.uk/khadmin/Publications/pdf/3789.pdf
Douglas, S. P., and Craig, C. S. (2007). “Collaborative and iterative translation”. in: Journal of International Marketing, Vol. 15(1), 30-43.
Edell, J.A., and Burke, M. C. (1987). “The power of feelings in understanding advertising effects. Journal of Consumer Research, Vol. 14 (3), 421-433.
Faria Domingues, P. H., Galvao, T. F., Cordeira de Andrade, K. R., Teles de Sa, P. T., Silva, M. T., and Pereira, M. G. (2014). “Prevalence of self-medication in the adult population of Brazil”, from http://www.scielo.br/scielo.php?script=sci_arttext&pid=S0034-89102015000100403
FDA. (2009). “Overview of Dietary Supplements”, from http://www.fda.gov/Food/DietarySupplements/ConsumerInformation/ucm110417.htm
Fishbein, M., and Ajzen, I. (1975). “Belief, attitude, intention and behaviour”. Reading, MA: Addison-Wesley.
Friestad, M., and Wright, P. (1994). “The persuasion knowledge model”. in: Journal of Consumer Research, Vol. 21(1), 1-31.
Greene, J., Choudhry, N., Kesselheim, A., Brennan, T., and Shrank, W. (2012). “Changes in Direct-to-Consumer Pharmaceutical Advertising Following Shifts from Prescription-Only to Over-the-Counter Status”. in: The Journal of the American Medical Association, Vol. 308(10), 973-975.
Handelswissen. (2014). “Selbstmedikation“ from http://www.handelswissen.de/uncategorized/selbstmedikation-beratung-der-apotheke-vor-ort-kauf-im-internet/
Herzenstein, M., Misra, S., and Posavac, S. S. (2004). “How consumers’ attitudes towards direct-to-consumer advertising of prescription drugs influence ad effectiveness, and consumer and physician behaviour”. in: Marketing Letters, Vol. 15(4), 201-212.
Huh, J., DeLorme, D.E., and Reid, L.N. (2005). “Factors affecting trust in online prescription drug information and impact of trust on behavior following exposure to DTC advertising”. in: Journal of Health Communication, Vol. 10(8), 711-731.
Huh, J., DeLorme, D.E., and Reid, L.N. (2012). “Skepticism towards DTC advertising” in: International Journal of Advertising, Vol. 31(1), 147-168.
Huh, J., DeLorme, D.E., and Reid, L.N. (2015). “Do Consumers Avoid Watching Over-the-Counter-Drug Advertisements?” in: Journal of Advertising Research, Vol. 55(4), 401-415.
ICLG. (2016). “Pharmaceutical Advertising 2016: Brazil”, from: http://www.iclg.co.uk/practice-areas/pharmaceutical-advertising/pharmaceutical-advertising-2016/brazil
Juris. (2011). “Gesetz über die Werbung auf dem Gebiete des Heilwesens“, from: http://www.gesetze-im-internet.de/bundesrecht/heilmwerbg/gesamt.pdf
Kracov, D., and Davar, M. (2010). “The International Comparative Legal Guide to: Pharmaceutical Advertising 2010. USA”, from: http://www.iclg.co.uk/khadmin/Publications/pdf/3789.pdf
Kracov, D., and Davar, M. (2017). “The International Comparative Legal Guide to: Pharmaceutical Advertising 2017. USA”, from https://iclg.com/practice-areas/pharmaceutical-advertising/pharmaceutical-advertising-2017/usa
Levitt, G. (1996). “Advertising Prescription Drugs Directly to the Consumer”, from http://www.venable.com/advertising-prescription-drugs-directly-to-the-consumer-can-fda-stop-worrying-and-learn-to-love-direct-to-consumer-advertising-04-01-1996/
Main, K.J., Argo, J.J., and Huhmann, B.A. (2004). “Pharmaceutical Advertising in the USA” in: International Journal of Advertising, Vol.23(1), 119-112.
Menon, A.M., Deshpande, A.D., Zinkhan, G.M., and Perri, M.III. (2004). “A model assessing the effectiveness of direct-to-consumer advertising” in: International Journal of Advertising, Vol. 23(1), 91-117.
Mueller, B. (2006). “The role of Product involvement in advertising message perception and believability”. in: Diehl, S., Terlutter, R. (2006) (eds.) International Advertising and Communication. Wiesbaden: Gabler. 3-22.
Nelson, P. (1970). “Information and Consumer Behavior”. in: Journal of Political Economy, Vol. 78(2), 45-57.
Obermiller, C., Spangenberg, E., and MacLachlan, D.L. (2005). “Ad scepticism” in: Journal of Advertising, Vol. 34(3), 7-17.
Obermiller, C., and Spangenberg, E.R. (1998). “Development of a scale to measure consumer skepticism toward advertising”. in: Journal of Consumer Psychology, Vol. 7(2), 159-186.
Okazaki, S., and Mueller, B. (2007). “Cross-cultural advertising research”. in: International Marketing Review, Vol. 24(5), 499-518.
Peterson, K.A., and Martin, B.S. (2011). “The International Comparative Legal Guide to: Pharmaceutical Advertising 2011 – USA”, from http://www.iclgco.uk/khadmin/Publications/pdf/4579.pdf.
Petty, R.E., and Cacioppo, J.T. (1986). “Communication and Persuasion”. New York: Springer.
PhRMA. (2010). “Pharmaceutical Industry Profile”, from http://www.phrma.org/sites/default/files/159/profile_2010_final.pdf
PM Live. (2012). “The healthcare market in Brazil”, from http://www.pmlive.com/pharma_intelligence/country_report_the_healthcare_market_in_brazil_409950#
Pollay, R. W., and Mittal, B. (1993). “Here’s the beef” in: Journal of Marketing, Vol. 57(3), 99-114.
Steyer, R. (1999). “Do drug ads educate or mislead consumers?” St. Louis Post-Dispatch, 20 June 1999, A9.
Thomson Reuters. (2016). “Distribution and marketing of drugs in Brazil”, from https://uk.practicallaw.thomsonreuters.com/2-618-5402?transitionType=Default&contextData=(sc.Default)
U.S. Department of Health and Human Services. (2014). “What is health literacy”, from http://www.health.gov/communication/literacy/
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer Fachmedien Wiesbaden GmbH, part of Springer Nature
About this chapter
Cite this chapter
Koinig, I., Diehl, S., Mueller, B. (2018). “For Risks and Side Effects, Ask Your Doctor or Pharmacist.” Cross-Cultural Consumer Responses to Pharmaceutical Advertising Regulation – Evidence from Brazil, Germany and the US. In: Cauberghe, V., Hudders, L., Eisend, M. (eds) Advances in Advertising Research IX. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-22681-7_18
Download citation
DOI: https://doi.org/10.1007/978-3-658-22681-7_18
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-22680-0
Online ISBN: 978-3-658-22681-7
eBook Packages: Business and ManagementBusiness and Management (R0)