Antidepressant direct-to-consumer prescription drug advertising and public stigma of depression : the mediating role of perceived prevalence of depression

Jin, Hyun Seung (2015) Antidepressant direct-to-consumer prescription drug advertising and public stigma of depression : the mediating role of perceived prevalence of depression. International Journal of Advertising, 34(2), pp. 350-365.

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Abstract

This study examines whether memory of antidepressant direct-to-consumer (DTC) prescription drug advertising is associated with the public stigma attached to depression. Results indicate that those who better remember antidepressant DTC ads tend to have a higher perceived prevalence of depression (i.e., more people suffer from depression). And, the perceived prevalence of depression is inversely associated with the public stigma toward depression. That is, those who have a higher perceived prevalence of depression report that they are more supportive of and comfortable with people who have depression. The results suggest that the perceived prevalence of depression is a mediating variable that accounts for the relationship between memory of antidepressant DTC ads and the public stigma toward depression. The implications and limitations of the study, as an exploratory investigation, are discussed.

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2 citations in Scopus
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ID Code: 81341
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Antidepressant Advertsing, Depression, Stigma
DOI: 10.1080/02650487.2014.994802
ISSN: 0265-0487
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Deposited On: 02 Feb 2015 23:06
Last Modified: 11 Jun 2015 03:59

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