Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
권호 표지
DOI QR코드

DOI QR Code

The Impact of Direct-to-Consumer Advertising of Prescription Medications on Healthy Lifestyle

전문의약품 소비자광고가 생활습관 변화에 미치는 영향에 대한 연구

  • Yang, Hae-Kyung (Department of Consumer Information Science, Konkuk University)
  • 양혜경 (건국대학교 소비자정보학과)
  • Received : 2012.04.30
  • Accepted : 2012.05.22
  • Published : 2012.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

In the U.S. where Direct-to-Consumer Advertising (DTCA) of prescription medications is permitted, spending on DTCA has been accelerating. As a result, it has been an issue of intense public policy attention regarding whether DTCA is beneficial to the public by promoting a healthy lifestyle. Most of the literature concerning DTCA focuses on its impact on demand and empirical evidence regarding its impact on health-related behavior is scant. This study uses a database of DTCAs for high blood cholesterol, hypertension, diabetes, and overweight treatment medications that have appeared in nationally circulated U.S. consumer magazines during 2000 to 2004 and the Simmons National Consumer Survey in order to compute the level of individual advertising exposure and examines whether those who are exposed to DTCA are more likely to engage in regular exercise and diet control. The study finds evidence that for those with chronic conditions, greater exposure to DTCA leads to less exercise but more diet control. By therapeutic class level, exposure to DTCA leads to less exercise for those with hypertension and who are overweight, whereas those with high blood cholesterol are more likely to engage in regular exercise. Looking into differential responses by socioeconomic status, those with less education are more likely to engage in exercise after being exposed to DTCA. The results imply that the effects of DTCA vary by therapeutic class. In order to enhance the benefits of DTCA, it is important to closely monitor the messages in DTCA and require it to include messages that promote lifestyle change should it be a part of the treatment.

전문의약품 소비자광고가 미국에서 급속도로 증가함에 따라 광고가 소비자의 생활습관 변화에 미치는 영향에 대한 관심이 커지고 있다. 전문의약품 소비자광고에 대한 대부분의 선행 연구들이 광고가 소비자 수요에 미치는 영향에 초점을 맞추고 있는데 반해 소비자 행동 특히 건강관련 생활습관 변화에 미치는 영향에 관한 연구는 드물다. 본 연구는 2000년에서 2004년 사이의 미국 소비자 조사와 대중적인 소비자 잡지들에 실린 전문의약품 소비자광고들 중 고지혈증, 고혈압, 당뇨, 비만 치료제 광고를 데이터베이스화한 자료를 이용하여 개별 소비자 수준에서의 광고 노출을 산출하고, 규칙적인 운동, 운동 빈도, 식이 조절 행동에 미치는 영향을 선형확률모형을 이용하여 분석하였다. 본 연구 결과 고지혈증, 고혈압, 당뇨, 비만 등의 만성질환을 보유한 소비자들이 이들 치료제 광고에 노출되어 규칙적인 운동을 할 확률은 감소하는 것으로 나타났으나, 식이조절을 할 확률은 증가하는 것으로 나타났다. 개별 질환 치료제 광고 수준에서 광고 노출의 영향을 살펴본 결과, 고지혈증 보유자들의 경우 고지혈증 치료제 광고 노출이 증가할수록 주당 운동 빈도가 증가할 확률이 높아지는 것으로 나타났으나 고혈압, 비만 환자인 경우 이들 각각의 치료제 광고의 노출이 증가할수록 주당 운동 빈도와 식이 조절을 할 확률이 감소하는 것으로 나타났다. 또한 교육 수준이 낮은 소비자의 경우 광고 노출이 이들이 규칙적으로 운동을 하는데 정의 영향을 미치는 것으로 나타났다. 본 연구의 결과를 통하여 전문 의약품 소비자광고가 소비자와 관련 질환에 따라 다른 영향을 미친다는 것을 알 수 있다. 따라서 전문의약품 소비자광고가 소비자의 건강한 생활습관 향상에 도움이 되도록 하기 위해서는 꾸준한 모니터링이 중요하며, 전문의약품 소비자광고에 건강한 생활습관을 유도할 수 있는 메시지를 포함하도록 규제하는 것이 필요하다.

Keywords

References

  1. Avery R., Kenkel, D., Lillard, D., & Mathios, A. (2007). Private Profits and Public Health: Does Advertising of Smoking Cessation Products Encourage Smokers to Quit?. Journal of Political Economy, 115(3), 447-481. https://doi.org/10.1086/520065
  2. Bell, R. A., Wilkes, M. S., & Kravitz, R. L. (1999). Advertisement-induced prescription drug requests: patients' anticipated reactions to a physician who refuses. Journal of Family Practice, 48, 446-452.
  3. Chou, S-Y., Rashad, I., & Grossman, M. (2008). Fast-Food Restaurant Advertising on Television and Its Influence on Childhood Obesity. Journal of Law & Economics, 51(4), 599-618. https://doi.org/10.1086/590132
  4. Donohue, J. M., Berndt, E. R., Rosenthal, M., Epstein, A. M., & Frank, R. G. (2004). Effects of Pharmaceutical Promotion on Adherence to the Treatment Guidelines for Depression. Medical Care, 42(12), 1176-1185. https://doi.org/10.1097/00005650-200412000-00004
  5. Frosch, D. L., Suepattra, G. M., Tietbohl, C., & Pagan, J. A. (2011). Living in the "land of no"? Consumer perceptions of healthy lifestyle portrayals in direct-to-consumer advertisements of prescription drugs. Social Science and Medicine, 73, 995-1002. https://doi.org/10.1016/j.socscimed.2011.06.064
  6. Hornick, R. (2002). Public health communication: making sense of contradictory evidence. In R. C. Hornic (Ed.), Public health communication: Evidence for behavior change (pp. 1-19). Manwah, NJ: Lawrence Erlbaum Associated.
  7. Iizuka, T. (2004). What Explains the Use of Direct-to-Consumer Advertising of Prescription Drugs?. Journal of Industrial Economics, 52(3), 349-379. https://doi.org/10.1111/j.0022-1821.2004.00230.x
  8. Iizuka, T., & Jin, G. Z. (2005). The Effect of Prescription Drug Advertising on Doctor Visits. Journal of Economics & Management Strategy, 14(3), 701-727. https://doi.org/10.1111/j.1530-9134.2005.00079.x
  9. Iizuka, T., & Jin, G. Z. (2007). Drug Advertising and Health Habit, mimeo.
  10. Kaiser Family Foundation. (2001). Understanding the effects of direct-to-consumer prescription drug advertising. Menlo Park (CA): Henry J. Kaiser Family Foundation.
  11. Meyerhoefer, C. D., & Zuvekas, S. H. (2008). The Shape of Demand: What Does It Tell Us About Direct-to-Consumer Marketing of Antidepressants?. B.E. Journal of Economic Analysis and Policy, 8(2), Article 4.
  12. Murray, E., Lo, B., Pollack, L., Donelan, K., & Lee, K. (2004). Direct-to-Consumer Advertising: Public Perceptions of Its Effects on Health Behaviors, Health Care, and the Doctor-Patient Relationship. Journal of American Board of Family Practice, 17(1), 6-18. https://doi.org/10.3122/jabfm.17.1.6
  13. National Institute of Health. (1998). Clinical Guidelines on the Identification, Evaluation, and Treatment of Overweight and Obesity in Adults. NIH Publication No. 98-4083. Washington, DC: National Institute of Health, National Heart, Lung, and Blood Institute, National Institute of Diabetes and Digestive and Kidney Diseases.
  14. National Institute of Health. (2001). Detection, Evaluation, and Treatment of High Blood Cholesterol in Adults (Adult Treatment Panel III), Third Report of the National Cholesterol Education Program Expert Panel. NIH Publication No. 01-3670. Washington, DC: National Institute of Health, National Heart, Lung, and Blood Institute.
  15. National Institute of Health. (2004). The Seventh Report of the Joint National Committee on Prevention, Detection, Evaluation, and Treatment of High Blood Pressure. NIH Publication No. 04-5230. Washington, DC: National Institute of Health, National Heart, Lung, and Blood Institute.
  16. World Health Organization. (2008). 2008-2013 Action Plan for the Global Strategy for the Prevention and Control of Noncommunicable Diseases. Switzerland: WHO Document Production Services. Available at: http://whqlibdoc.who.int/publications/2009/9789241597418_eng.pdf.
  17. Wooldridge, J. M. (2006). Introductory Econometrics (3rd ed.). Mason, Ohio: Thomson South-Western.
  18. Wosinska, M. (2005). Direct-to-Consumer Advertising and Drug Therapy Compliance. Journal of Marketing Research, 42(3), 323-332. https://doi.org/10.1509/jmkr.2005.42.3.323
  19. Yang, H. K. (2011a). The Impact of Direct-to-Consumer Advertising on Consumer Behavior. Journal of Consumer Studies, 22(3), 159-181.
  20. Yang, H. K. (2011b). The Impact of Moving Pharmaceutical Products from Prescription Only to Over-the-Counter Status on Consumer Exposure to Advertising. International Journal of Human Ecology, 12(2), 1-12.

Cited by

  1. Mixed Messages, Mixed Outcomes: Exposure to Direct-to-Consumer Advertising for Statin Drugs is Associated with More Frequent Visits to Fast Food Restaurants and Exercise vol.32, pp.7, 2017, https://doi.org/10.1080/10410236.2016.1177903
  2. How the operationalization of exposure impacts studies on direct-to-consumer advertising of prescription drugs vol.14, pp.3, 2012, https://doi.org/10.1108/ijphm-03-2019-0021