Direct-to-Consumer Advertising of Predictive Genetic Tests: A Health Belief Model Based Examination of Consumer Response.

Document Type

Article

Publication Date

1-1-2014

Abstract

Direct-to-consumer (DTC) advertising of predictive genetic tests (PGTs) has added a new dimension to health advertising. This study used an online survey based on the health belief model framework to examine and more fully understand consumers' responses and behavioral intentions in response to a PGT DTC advertisement. Overall, consumers reported moderate intentions to talk with their doctor and seek more information about PGTs after advertisement exposure, though consumers did not seem ready to take the advertised test or engage in active information search. Those who perceived greater threat from the disease, however, had significantly greater behavioral intentions and information search behavior.

Publication Title

Health Marketing Quarterly

Volume

31

Issue

3

First Page

263

Last Page

278

PubMed ID

25120046

Comments

This article was published in Health Marketing Quarterly, Volume 31, Number 3, 2014, Pages 264-78.

The published version is available at http://dx.doi.org/10.1080/07359683.2014.936295

Copyright 2014 © Informa UK Limited, an Informa Group Company

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