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

Producción científica: Article › revisión exhaustiva

Idioma original	English
Páginas (desde-hasta)	247-258
Número de páginas	12
Publicación	Journal of Medical Marketing
Volumen	12
N.º	4
DOI	https://doi.org/10.1177/1745790412459878
Estado	Published - nov 2012

ASJC Scopus Subject Areas

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

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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",

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