Consumers' Attention to the Brief Summary in Print Direct-to-Consumer Advertisements: Perceived Usefulness in Patient-Physician Discussions

Journal of Public Policy and Marketing

Volumn 22, Issue 2, 2003, Pages 181-191

  Menon, Ajit M ^d   Deshpande, Aparna D ^d   Perri III, Matthew ^a   Zinkhan, George M ^b,c  

^a Department of Clinical Pharmacy

^b The Coca Cola Company   (United States)

^c UNIVERSITY OF GEORGIA   (United States)

^d NONE

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0346283221     PISSN: 07439156     EISSN: 15477207     Source Type: Journal    
DOI: 10.1509/jppm.22.2.181.17636     Document Type: Review

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