Risks, Benefits, and Competitive Interference: Consumer Perceptions of Prescription Drug Versus Dietary Supplement Advertising
Abstract
Direct-to-consumer advertising (DTCA) of prescription drugs has been a controversial topic ever since the U.S. Food and Drug Administration (FDA) modified the advertising regulations for such products. The controversy generally surrounds the risk/benefit ratio and whether or not the practice helps or hurts consumers. Consumers often have nonpharmaceutical options that purportedly solve similar problems as prescription drugs. These may include a class of products labeled “dietary supplements.” Supplements are a distinct product category, and advertisements for these products are not held to the same regulatory standards as prescription drugs. The current research begins by outlining the regulatory standards for both prescription drugs and dietary supplements. We then focus on one particular category (erectile dysfunction) of drugs to determine how consumers perceive the risks and benefits provided in the advertising. This research also investigates the potential influence of competitive interference in advertising on consumer perceptions. Results indicate that male consumers do perceive the risks associated with the use of a prescription drug (Viagra). Moreover, findings suggest that competitive interference may play a role in consumer perceptions of the prescription drug and the dietary supplement. Implications are discussed and future research directions are offered.
Publication Title
Journal of Current Issues and Research in Advertising
Recommended Citation
Royne, M., Myers, S., Deitz, G., & Fox, A. (2016). Risks, Benefits, and Competitive Interference: Consumer Perceptions of Prescription Drug Versus Dietary Supplement Advertising. Journal of Current Issues and Research in Advertising, 37 (1), 59-79. https://doi.org/10.1080/10641734.2015.1119769
