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

Hyojin Kim; Chunsik Lee

doi:10.1177/1745790412459878

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

Hyojin Kim, Chunsik Lee

School of Communication

University of Florida

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	247-258
Number of pages	12
Journal	Journal of Medical Marketing
Volume	12
Issue number	4
DOIs	https://doi.org/10.1177/1745790412459878
State	Published - Nov 2012

ASJC Scopus Subject Areas

Medicine (miscellaneous)
Pharmacology, Toxicology and Pharmaceutics (miscellaneous)
Strategy and Management
Marketing

Keywords

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

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10.1177/1745790412459878

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

keywords = "Direct-to-consumer advertising, Endorser types, Fear appeal, Marketing communication, Pharmaceuticals",

author = "Hyojin Kim and Chunsik Lee",

note = "Kim, H., & Lee, C. (2012). Presumed influence of endorser and fear appeal in DTC prescription drug advertising: Are they overpowering consumers{\textquoteright} judgments? Journal of Medical Marketing, 12(4), 247-258. https://doi.org/10.1177/1745790412459878",

year = "2012",

month = nov,

doi = "10.1177/1745790412459878",

language = "English",

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T1 - Presumed influence of endorser and fear appeal in DTC prescription drug advertising

T2 - Are they overpowering consumers' judgments?

AU - Kim, Hyojin

AU - Lee, Chunsik

N1 - Kim, H., & Lee, C. (2012). Presumed influence of endorser and fear appeal in DTC prescription drug advertising: Are they overpowering consumers’ judgments? Journal of Medical Marketing, 12(4), 247-258. https://doi.org/10.1177/1745790412459878

PY - 2012/11

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KW - Direct-to-consumer advertising

KW - Endorser types

KW - Fear appeal

KW - Marketing communication

KW - Pharmaceuticals

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U2 - 10.1177/1745790412459878

DO - 10.1177/1745790412459878

M3 - Article

AN - SCOPUS:84879336042

SN - 1745-7904

VL - 12

SP - 247

EP - 258

JO - Journal of Medical Marketing

JF - Journal of Medical Marketing

IS - 4

ER -

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

ASJC Scopus Subject Areas

Keywords

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