Do Consumers Avoid Watching Over-the-Counter Drug Advertisements?
研究调查了美国成年人是否回避非处方止痛药广告，发现烦恼情绪和广告态度直接影响回避行为，年龄和社会经济地位也起作用。
Do consumers avoid viewing over-the-counter (OTC) pharmaceutical advertisements? And, if so, why? The authors of the current study tested their proposed “Ad Avoidance Model” by surveying a nationally-representative sample of U.S. adults about their reactions to advertisements for OTC drugs (specifically analgesics). The researchers focused on how four advertising-reaction factors—two cognitive (perceived utility and skepticism) and two affective (irritation and attitude toward advertising)—influenced avoidance behaviors. The results revealed that avoidance was directly linked to irritation and attitude, although attitude also partially mediated the relationship between irritation and avoidance. Age and socioeconomic status also played roles in these relationships.