This study examined how Direct-to-Consumer (DTC) advertising of prescription drugs motivates consumers to take particular actions, based on the combined framework of the self-regulatory focus theory and the self-construal orientation. The self-regulatory focus theory posits that behavior is regulated by two systems: promotion (emphasizing achievements) and prevention (emphasizing safety/obligations). The self-construal orientation suggests that behavior is guided by two self-views: independent-self (emphasizing autonomy/uniqueness) and interdependent-self (emphasizing family/social relationships). The study included three sets of hypotheses. In the first, we hypothesized that the motivational power of the ad will create a more favorable ad/brand attitude, greater intention-to-act, and greater likelihood-of-action, when the ad conveys goal compatible messages. The goal compatible messages occur with (1) a promotion focus and an independent self-construal and (2) a prevention focus and an interdependent self-construal. The second set of hypotheses suggests that prevention-focused ads (versus promotion-focused ads) will elicit better risk information recall. The third set of hypotheses predicts that the individual will engage in a particular set of actions (e.g., requesting a prescription or seeking more information) as a result of seeing the ad. A 2 (independence versus interdependence) x 2 (promotion versus prevention) factorial study design was used. A sample of 220 university female staff aged 40 years old or older were randomly assigned to view one of the four mock anti-hyperlipidemia drug advertisements and completed a questionnaire. The results from the main analyses marginally supported the first set of hypotheses regarding the goal compatibility effects but did support the third set of hypotheses about the hierarchy of advertising effects. The result for the second set of hypotheses regarding the effects of self-regulatory focus on risk information recall was in the opposite direction than we predicted. Post hoc analyses for the first set of hypotheses revealed that overall data from participants who had positive/neutral DTC advertising attitudes supported the hypotheses about goal compatibility, whereas the results from those with negative DTC advertising attitudes appeared to be in opposite directions. Our conclusion is that self-regulatory focus theory and self-construal orientation is a useful framework for understanding the mechanisms by which DTC ads influence consumer behavior.Ph.D.Health and Environmental SciencesPharmaceutical sciencesPsychologySocial psychologyUniversity of Michigan, Horace H. Rackham School of Graduate Studieshttp://deepblue.lib.umich.edu/bitstream/2027.42/123962/2/3106171.pd
