Online from: 2007
Subject Area: Marketing
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|Title:||Differential effects of fear-eliciting DTCA on elaboration, perceived endorser credibility, and attitudes|
|Author(s):||Hyojin Kim, (Department of Advertising, University of Florida, Gainesville, Florida, USA), Chunsik Lee, (Department of Communication, University of North Florida, Jacksonville, Florida, USA)|
|Citation:||Hyojin Kim, Chunsik Lee, (2012) "Differential effects of fear-eliciting DTCA on elaboration, perceived endorser credibility, and attitudes", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 6 Iss: 1, pp.4 - 22|
|Keywords:||Advertising, Attitude change, Direct-to-consumer pharmaceutical advertising, Endorser credibility, Fear appeal, Information processing, Pharmaceuticals industry|
|Article type:||Research paper|
|DOI:||10.1108/17506121211216860 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
|Acknowledgements:||The authors thank Dr Jorge Villegas for his invaluable input on the development and data collection of the study.|
Purpose – In response to concerns regarding frequent uses of emotional appeals and endorsers in DTCA, this paper aims to investigate the relative effects of fear-eliciting and non-fear-eliciting DTC ads on elaboration and attitude change regarding the drug and health issue, and evaluation of endorser credibility.
Design/methodology/approach – A between-subject experiment was conducted with 96 students in a large state university. Fear appeals and endorser credibility were manipulated via stimulus ads. Participants' responses on elaboration, attitudes, and behavior intentions after ad exposure were compared between fear and non-fear conditions. In addition, the directions of influence among these variables and endorser credibility were examined via path analyses.
Findings – Fear elicitation had little effect on the type of elaboration generated since the elaboration was dominated by message-related (vs endorser-related) thoughts. However, the fear-eliciting ad affected brand-related and health-related outcomes differentially. It had positive influence on attitudes toward the health issue, but negative influence on ad attitudes. Furthermore, ad attitudes had little impact on brand attitudes or brand-related behavior intentions when fear was elicited in the ad.
Originality/value – Considering a paucity of research on the effects of emotional appeals and endorsers in DTCA, the authors' findings provide important insights for researchers and practitioners about how a specific emotion elicited in the ad has differential impact on brand-related and health-related outcomes and how the effectiveness of emotional appeals and endorser credibility can be maximized.