EFFECTS OF IMAGE CONGRUENCY ON PERSUASIVENESS AND RECALL IN DIRECT-TO-CONSUMER PRESCRIPTION DRUG ADVERTISING

EFFECTS OF IMAGE CONGRUENCY ON PERSUASIVENESS AND RECALL IN DIRECT-TO-CONSUMER PRESCRIPTION DRUG ADVERTISING

Although direct-to-consumer (DTC) prescription drug advertising is regulated by the U.S. Food and Drug Administration, content analyses (Baird-Harris, 2009; Frosch, Krueger, Hornik, Cronbolm, & Berg, 2007; Kaphingst, DeJong, Rudd, & Daltroy, 2004; Wilkes, Bell, & Kravitz, 2000) and other...

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Bibliographic Details
Main Author: Kiernicki, Kristen M.
Format: Others
Published: UKnowledge 2012
Subjects:
Direct-to-Consumer Advertising
Fair Balance
Image Congruency
Elaboration Likelihood Model
Drug Risks
Health Communication
Online Access:http://uknowledge.uky.edu/comm_etds/5
http://uknowledge.uky.edu/cgi/viewcontent.cgi?article=1004&context=comm_etds

Internet

http://uknowledge.uky.edu/comm_etds/5
http://uknowledge.uky.edu/cgi/viewcontent.cgi?article=1004&context=comm_etds

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