Pharmaceutical Advertising and the Role of Hope

Marjorie Delbaere, University of Saskatchewan, Canada
Erin Willis, University of Memphis, USA
Half of all DTC advertising money ($5 billion in 2009) goes toward drugs to treat chronic disease. Results indicate that DTC ads for chronic disease drugs frequently employ an emotional appeal, and that positive emotional appeals are more effective at activating hope in consumers living with a chronic disease.
[ to cite ]:
Marjorie Delbaere and Erin Willis (2015) ,"Pharmaceutical Advertising and the Role of Hope", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 784-784.