Data from 1081 adults surveyed by the FDA were analyzed to explore consumers’ attitudes toward direct-toconsumer advertising (DTCA) of prescription drugs, and the relation between these attitudes and health related consumption behaviors. We report the favorableness of consumers’ reactions to...

Three experiments examine the role of attitudes toward the category to which a brand belongs in consumers' attitudes toward individual brands. The core findings indicate that what consumers think generally about a category affects their evaluations of singular brands belonging to the category....

Although merely repeating a product claim does not influence the objective validity of the claim, it often increases the subjective validity of the claim (the truth effect). Research notes that the truth effect plays an important role in health advertising. The present research investigates the...