Consumer attitudes towards medical information: an exploratory study of direct-to-consumer prescription drug advertising in Australia

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Vatjanapukka, Verawoot (2004) Consumer attitudes towards medical information: an exploratory study of direct-to-consumer prescription drug advertising in Australia. Other Degree thesis, Victoria University of Technology.

Abstract

The present exploratory study examined consumer attitudes towards medical information, particularly, from Direct-To-Consumer Prescription Drug Advertising (DTCA) in Australia. Nowadays, consumers require more information about prescription medicines that they may be interested in. Further, a modern information technology, such as the Internet, provides a great opportunity to access such information easily. Also, little is known about the issues regarding prescription drug advertising in Australia. As a result, there is an increased demand for exploratory studies in the area of DTCA in Australia. Even though this type of drug advertising is not allowed in many countries including Australia, the investigation of consumer attitudes towards medical information from healthcare providers and DTCA would provide a better understanding of what the general public want and create a valuable guidance for the future research.

Additional Information

Doctor of Business Administration

Item type Thesis (Other Degree thesis)
URI https://vuir.vu.edu.au/id/eprint/15721
Subjects Current > FOR Classification > 1505 Marketing
Current > Division/Research > Graduate School of Business
Current > FOR Classification > 1115 Pharmacology and Pharmaceutical Sciences
Keywords Drug advertising, Australia, medical information, consumers, prescription drugs, drug information, medicines
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