Differential effects of fear-eliciting DTCA on elaboration, perceived endorser credibility, and attitudes

Hyojin Kim; Chunsik Lee

doi:10.1108/17506121211216860

Document Information:
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.
Abstract:	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.