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Randomized Controlled Trial
. 2022 Oct-Dec;39(4):398-409.
doi: 10.1080/07359683.2022.2124052. Epub 2022 Sep 20.

Responses to direct-to-consumer advertising in Australia: Comparing experience

Stephen Goodall  1 , Rosalie Viney  1 , Deborah Street  1 , David S Waller  2 , Fei Li Zhao  3
Affiliations
Randomized Controlled Trial

Responses to direct-to-consumer advertising in Australia: Comparing experience

Stephen Goodall et al. Health Mark Q. 2022 Oct-Dec.

Abstract

AbsractThis paper examines the potential effect of Direct-to-Consumer (DTC) advertising on consumers' behavioral intentions in relation to a medical issue. Using an online experiment, 1295 people were randomized to two information conditions. One group watched an advertisement for a hypothetical cold sore medicine, while a second (control) group did not view the advertisement, before both groups answered questions on symptoms. The responses were analyzed based on group allocation and the respondents' experience with cold sores. Results indicate that those who viewed the advertisement were more likely to choose the product, and the advertisement had larger effects based on consumer experience.

Keywords: DTC advertising; experience; experiment.

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