Breadcrumb

 
 

The effects of risk disclosure and ad involvement on consumers' recall, behavioral intentions, attitude towards the ad and brand in DTC advertisements

Title:

The effects of risk disclosure and ad involvement on consumers' recall, behavioral intentions, attitude towards the ad and brand in DTC advertisements

Kavadas, Constantina (2003) The effects of risk disclosure and ad involvement on consumers' recall, behavioral intentions, attitude towards the ad and brand in DTC advertisements. Masters thesis, Concordia University.

[img]
Preview
PDF
4Mb

Abstract

During the past decade pharmaceutical companies have increased their direct to consumer advertising (DTC). Unlike advertisements of other products, these ads contain both the benefits and potential risks of the product. Similar to ads employing fear appeals as a method of persuasion, theories in fear appeals may be used to predict and explain the behavior of consumers exposed to varying amount of risk information. An experimental study was performed to examine the impact of risk disclosure variations in print ads on high and low involved participants and examine if a relationship between theories in fear appeal persuasion and risk disclosure in DTC advertising may exist. The study was a 2 (involvement level) x 3 (disclosure of risk information) factorial design. The dependant variables of the study were: recall of information, attitude towards the ad and brand, and behavioral intentions. Significant differences were observed between participants for recall of information and their attitude towards the brand. Moreover, findings from research in fear appeals used in advertisements were applicable in predicting some of the differences between high and low involved participants' attitudes towards the varying amounts of risk information.

Divisions:Concordia University > John Molson School of Business
Item Type:Thesis (Masters)
Authors:Kavadas, Constantina
Pagination:x, 94 leaves : ill. ; 29 cm.
Institution:Concordia University
Degree Name:Theses (M.Sc.Admin.)
Program:John Molson School of Business
Date:2003
Thesis Supervisor(s):Katsanis, Lea Prevel
ID Code:1969
Deposited By:Concordia University Libraries
Deposited On:27 Aug 2009 13:24
Last Modified:08 Dec 2010 10:23
Related URLs:
All items in Spectrum are protected by copyright, with all rights reserved. The use of items is governed by Spectrum's terms of access.

Repository Staff Only: item control page

Document Downloads

More statistics for this item...

Concordia University - Footer