Consumer Persuasion Knowledge in Non-Conventional Marketplaces: the Case of Branded Prescription Drugs

Marjorie Delbaere, University of Saskatchewan, Canada
Mei-Ling Wei, Saint Mary's University, Canada
We argue that consumers are beginning to recognize the physician prescribing situation as a potential persuasion attempt and that the onslaught of DTC advertising has brought about this change in meaning. We investigate the prescribing situation as a mixed-motive situation with high levels of ambiguity; persuasion within a non-persuasion environment.
[ to cite ]:
Marjorie Delbaere and Mei-Ling Wei (2012) ,"Consumer Persuasion Knowledge in Non-Conventional Marketplaces: the Case of Branded Prescription Drugs", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1131-1131.