Presumed influence of endorser and fear appeal in DTC prescription drug advertising: Are they overpowering consumers' judgments?

Journal of Medical Marketing

Volumn 12, Issue 4, 2012, Pages 247-258

  Kim, Hyojin ^a   Lee, Chunsik ^b  

^a UNIVERSITY OF FLORIDA   (United States)

^b UNIVERSITY OF NORTH FLORIDA   (United States)

Author keywords

Direct to consumer advertising; Endorser types; Fear appeal; Marketing communication; Pharmaceuticals

Indexed keywords

EID: 84879336042     PISSN: 17457904     EISSN: 17457912     Source Type: Journal    
DOI: 10.1177/1745790412459878     Document Type: Article

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