ABSTRACT
Direct-to-consumer advertising of prescription drugs (DTC) is a unique type of advertising as it is regulated by the Food and Drug Administration and members of the target audience cannot directly purchase the advertised product: the drug must be prescribed for them by a physician. Due to these important differences, DTC advertisements must not only persuade a consumer to want the advertised drugs and persuade the consumers to have a conversation with their healthcare professionals to request the advertised drug. Commercial content must include both positive and negative information about the drug. Three theories drive our understanding of DTC. Social cognitive theory suggests that behavior change is the result of observing behaviors in others; behaviors provided in DTC advertisements provide a way to model appropriate health-seeking behaviors. The consumer socialization perspective provides inclusion of multiple influences in consumer decision. Finally, the Presumed Influence Model posits that physicians’ beliefs about DTC advertising influence their perspectives as socialization agents.
