Message framing and the effectiveness of DTC advertising: The moderating role of subjective product knowledge

Journal of Medical Marketing

Volumn 10, Issue 2, 2010, Pages 165-176

  Kim, Kenneth ^a   Park, Jin Seong ^b  

^a TOWSON UNIVERSITY   (United States)

^b TEMPLE UNIVERSITY   (United States)

Author keywords

Direct to consumer prescription drug advertising; Framing; Health cognition and behavior; Prospect theory

Indexed keywords

EID: 77950814693     PISSN: 17457904     EISSN: 17457912     Source Type: Journal    
DOI: 10.1057/jmm.2010.4     Document Type: Article

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