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Consumers' various and surprising responses to direct-to-consumer advertisements in magazine print

Overview of attention for article published in Patient preference and adherence, January 2013
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Mentioned by

twitter
2 tweeters
facebook
1 Facebook page

Citations

dimensions_citation
6 Dimensions

Readers on

mendeley
29 Mendeley
Title
Consumers' various and surprising responses to direct-to-consumer advertisements in magazine print
Published in
Patient preference and adherence, January 2013
DOI 10.2147/ppa.s38243
Pubmed ID
Authors

Jennifer Arney, richard street, Naik

Abstract

Direct-to-consumer advertising (DTCA) is ubiquitous in media outlets, but little is known about the ways in which consumers' values, needs, beliefs, and biases influence the perceived meaning and value of DTCA. This article aims to identify the taxonomy of readership categories that reflect the complexity of how health care consumers interact with DTCA, with particular focus on individuals' perceptions of print DTCA in popular magazines. Respondent-driven sampling was used to recruit 18 male and female magazine readers and 18 male and female prescription medication users aged 18-71 years. Semi-structured, in-depth interviews with consumers about their attentiveness, motivations, perceived value, and behavioral responses to DTCA were conducted. The analyses were guided by principles of grounded theory analysis; four categories that vary in consumers' attentiveness, motivations, perceived value, and behavioral responses to DTCA were identified. Two categories - the lay physician and the informed shopper - see value in information from DTCA and are likely to seek medical care based on the information. One category - the voyeur - reads DTCA, but is not likely to approach a clinician regarding advertised information. The fourth category - the evader - ignores DTCA and is not likely to approach a clinician with DTCA information. Responses to DTCA vary considerably among consumers, and physicians should view patients' understanding and response to DTCA within the context of their health-related needs. Patients' comments related to DTCA may be used as an opportunity to engage and understand patients' perspectives about illness and medication use. Clinicians may use information about these categories to facilitate shared understanding and improve communication within the doctor-patient relationship.

Twitter Demographics

The data shown below were collected from the profiles of 2 tweeters who shared this research output. Click here to find out more about how the information was compiled.

Mendeley readers

The data shown below were compiled from readership statistics for 29 Mendeley readers of this research output. Click here to see the associated Mendeley record.

Geographical breakdown

Country Count As %
Unknown 29 100%

Demographic breakdown

Readers by professional status Count As %
Student > Master 7 24%
Student > Ph. D. Student 6 21%
Student > Postgraduate 3 10%
Professor 3 10%
Student > Bachelor 3 10%
Other 6 21%
Unknown 1 3%
Readers by discipline Count As %
Social Sciences 11 38%
Medicine and Dentistry 4 14%
Business, Management and Accounting 3 10%
Economics, Econometrics and Finance 2 7%
Arts and Humanities 2 7%
Other 5 17%
Unknown 2 7%

Attention Score in Context

This research output has an Altmetric Attention Score of 2. This is our high-level measure of the quality and quantity of online attention that it has received. This Attention Score, as well as the ranking and number of research outputs shown below, was calculated when the research output was last mentioned on 09 June 2013.
All research outputs
#2,122,933
of 4,507,144 outputs
Outputs from Patient preference and adherence
#196
of 422 outputs
Outputs of similar age
#128,588
of 285,294 outputs
Outputs of similar age from Patient preference and adherence
#10
of 19 outputs
Altmetric has tracked 4,507,144 research outputs across all sources so far. This one is in the 49th percentile – i.e., 49% of other outputs scored the same or lower than it.
So far Altmetric has tracked 422 research outputs from this source. They receive a mean Attention Score of 2.3. This one is in the 46th percentile – i.e., 46% of its peers scored the same or lower than it.
Older research outputs will score higher simply because they've had more time to accumulate mentions. To account for age we can compare this Altmetric Attention Score to the 285,294 tracked outputs that were published within six weeks on either side of this one in any source. This one has gotten more attention than average, scoring higher than 50% of its contemporaries.
We're also able to compare this research output to 19 others from the same source and published within six weeks on either side of this one. This one is in the 47th percentile – i.e., 47% of its contemporaries scored the same or lower than it.