How consumers' attitudes toward direct-to-consumer advertising of prescription drugs influence Ad effectiveness, and consumer and physician behavior

Marketing Letters

Volumn 15, Issue 4, 2004, Pages 201-212

  Herzenstein, Michal ^a   Misra, Sanjog ^a   Posavac, Steven S ^a  

^a UNIVERSITY OF ROCHESTER   (United States)

Author keywords

Consumer behavior; Direct to consumer advertising

Indexed keywords

EID: 17744395961     PISSN: 09230645     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11002-005-0458-x     Document Type: Article

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