What explains the use of direct-to-consumer advertising of prescription drugs?

被引:41
作者
Iizuka, T [1 ]
机构
[1] Vanderbilt Univ, Owen Grad Sch Management, Nashville, TN 37203 USA
关键词
D O I
10.1111/j.0022-1821.2004.00230.x
中图分类号
F8 [财政、金融];
学科分类号
0202 ;
摘要
Following the clarification of advertising regulation in 1997, direct-to-consumer advertising (DTCA) of prescription drugs has skyrocketed in the U.S., creating a controversy over the role of DTCA. Little is known, however, regarding what affects firms' advertising decisions and which drugs have been advertised to consumers. Using brand-level advertising data, I examine the determinants of DTCA of prescription drugs. I find that drugs that are new, of high quality, and for under-treated diseases are more frequently advertised. Furthermore, advertising outlays decrease with competition. These results complement the demand-side evidence that DTCA has a market-expanding effect but little business-stealing effect.
引用
收藏
页码:349 / 379
页数:31
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