While consumers’ health cognition and behavior are likely formed through multiple influences, the current study focused on the effects of exposure to specific content elements in direct-to-consumer advertising. The study revealed that consumers’ exposure to the American Psychiatric Association’s (APA) diagnostic guideline has potential to reduce their perceived lifetime risk of depression and intention to consult a health professional to discuss the health issue. The study further revealed when an antidepressant ad mentioned a long list of symptoms, exposure to the diagnostic guideline reduced risk perception and consultation intention significantly, whereas in the presence of a short list of symptoms, the APA guideline had minimal impact
