Developing trust in direct-to-consumer prescription drug advertising : the effects of benefit type and balance of risk and benefit information
Trust in direct-to-consumer (DTC) pharmaceutical advertising is declining among consumers. Survey findings suggest providing more information about side effects and benefits to address this issue. Some scholars also criticize the ads for their emotional content despite the key role emotion can play...
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| Format: | Others |
| Language: | English |
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2011
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| Online Access: | http://hdl.handle.net/2152/ETD-UT-2011-05-3292 |