Barely or Fairly Balancing Drug Risks ? Content and Format Effects in Direct-to-Consumer Online Prescription Drug Promotions

@inproceedings{Kees2008BarelyOF,
  title={Barely or Fairly Balancing Drug Risks ? Content and Format Effects in Direct-to-Consumer Online Prescription Drug Promotions},
  author={Jeremy Kees},
  year={2008}
}
A critical requirement of direct-to-consumer (DTC) drug promotion on the Internet is the concept of fair balance. This means that prescription drug Web sites should provide an accurate, balanced portrayal of the risks relative to the benefits of using prescription medications. However, one of the most pervasive findings in consumer research is that risk perceptions are often not aligned with the actual risk a consumer faces. This study examines the impact of certain presentation formats and… CONTINUE READING