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- Title
Attention to and Distraction from Risk Information in Prescription Drug Advertising: An Eye-Tracking Study.
- Authors
Sullivan, Helen W.; Boudewyns, Vanessa; O’Donoghue, Amie; Marshall, Sandra; Williams, Pamela A.
- Abstract
The article discusses the study which examines the impact of distracting elements on the risk retention and risk perceptions of direct-to-consumer (DTC) television advertising's (ads) risk text. The study involves a total of 300 opt-in panel members in the U.S. who view a low-distraction and a high-distraction DTC television ad. Result found that distracting elements reduced retention of drug risk information from the risk test during risk presentation.
- Subjects
DISTRACTION; ATTENTION; RISK retention; RISK perception; TELEVISION advertising; TELEVISION viewers
- Publication
Journal of Public Policy & Marketing, 2017, Vol 36, Issue 2, p236
- ISSN
0743-9156
- Publication type
Article
- DOI
10.1509/jppm.16.013