The effects of risk disclosure and ad involvement on consumers' recall, behavioral intentions, attitude towards the ad and brand in DTC advertisements

The effects of risk disclosure and ad involvement on consumers' recall, behavioral intentions, attitude towards the ad and brand in DTC advertisements

During the past decade pharmaceutical companies have increased their direct to consumer advertising (DTC). Unlike advertisements of other products, these ads contain both the benefits and potential risks of the product. Similar to ads employing fear appeals as a method of persuasion, theories in fea...

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Bibliographic Details
Main Author: Kavadas, Constantina
Format: Others
Published: 2003
Online Access:http://spectrum.library.concordia.ca/1969/1/MQ77956.pdf
Kavadas, Constantina <http://spectrum.library.concordia.ca/view/creators/Kavadas=3AConstantina=3A=3A.html> (2003) The effects of risk disclosure and ad involvement on consumers' recall, behavioral intentions, attitude towards the ad and brand in DTC advertisements. Masters thesis, Concordia University.

Internet

http://spectrum.library.concordia.ca/1969/1/MQ77956.pdf
Kavadas, Constantina <http://spectrum.library.concordia.ca/view/creators/Kavadas=3AConstantina=3A=3A.html> (2003) The effects of risk disclosure and ad involvement on consumers' recall, behavioral intentions, attitude towards the ad and brand in DTC advertisements. Masters thesis, Concordia University.

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