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1、标题：Direct-to-consumerPrescriptionDrugAdvertising:aStudyofConsumerAttitudesandBehavioralIntentions原文：IntroductionInordertoincreasebrandawarenessforprescriptionmedication,drugmanufacturersspent$15.7billiononpromotionsin2001,ofwhich$2.5billionwenttomass
2、mediaadvertising.Prescriptiondrugadvertising,oftenreferredtoasdirect-to-consumer(DTC)advertising,hasincreasedatanannualrateof13-20percentsince1997.Thusfar,therehavebeenmixedfindingsregardingtheoverallfinancialimpactofDTCadvertisingonthepharmaceutical
3、industry.Whilethereissomeevidencethatsuggestsadirectandpositivecorrelationbetweenmassmediaadvertisinganddrugmanufacturers’earnings(Findlay,2002;Anderson,2003),therelationshipbetweenadvertingexpendituresandthesuccessofspecificbrandsisnotclear.Clearly,
4、drugmanufacturersplaceagreatdealoffaithinDTCadsandtheimpactthattheycanhaveonconsumers’decisiontoadoptadvertisedbrands,buttheexactnatureofthatimpactremainscontroversial.Whilearecentstudyreportsthatforevery10percentincreaseinDTCadvertising,thereisa1per
5、centincreaseindrugsales(KaiserFamilyFoundation,2003),thereisalsoevidencethatDTCadvertisingoftenservestoincreasethesizeofamarketforaspecificclassofdrugs,butnotnecessarilythemarketshareforaparticularbrand(Krisanits,2003).ResearchershaveexaminedDTCadver
6、tisingfromvariousviewpoints.SomehavefocusedonthegovernmentalrulingsthathavepavedthewayforDTCadvertising(Dukesetal.,2001)andthecaselawthatdealswithdrugmanufacturers’responsibilitytowarnconsumersaboutthesideeffectsofprescriptionmedication.Otherresearch
7、ershaverecentlyaddressedtheefficacyofDTCadvertisingasaneducationaltool.Whilesomeclaimthatthereis“littlerationalefordirect-to-consumeradvertisingofprescriptiondrugs”(LexchinandMintzes,2002,p.194),otherssuggestthatDTCadvertisingbenefitsnotonlyhealth-ca
8、reorganizations,butalsophysiciansaswellaspatients(Calfee,2002).Researchers(Wilkesetal.,2000)havealsoexaminedconsumers’attitudestowardsDTCadvertisingandtheactionsthatconsumershavetakeninresponsetoDTCads.However,researchhasnotinvestigatedhowconsumers’s
