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Direct-to-consumer advertising and the role of hope

Marjorie Delbaere & Erin Willis

Journal of Medical Marketing2015https://doi.org/10.1177/1745790416640369article
ABDC C
Weight
0.41

What the paper says

Advertising branded pharmaceuticals to consumers with chronic illness is big business; half of all direct-to-consumer advertising money is for drugs to treat chronic diseases. This research investigates the impact of emotional appeals in ads targeted to consumers with chronic disease. In an online experiment with over 240 average consumers either living with a diagnosis of arthritis or diabetes or not, our results suggest that positive emotional appeals are more effective at eliciting feelings of hope and generally result in more favorable attitudes, although level of consumer involvement impacts the perceived credibility of the ad and behavioral intentions.

17 citations

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https://doi.org/https://doi.org/10.1177/1745790416640369

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@article{marjorie2015,
  title        = {{Direct-to-consumer advertising and the role of hope}},
  author       = {Marjorie Delbaere & Erin Willis},
  journal      = {Journal of Medical Marketing},
  year         = {2015},
  doi          = {https://doi.org/https://doi.org/10.1177/1745790416640369},
}

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Direct-to-consumer advertising and the role of hope

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Evidence weight

0.41

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.17 × 0.4 = 0.07
M · momentum0.80 × 0.15 = 0.12
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.