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Constructing trust through words and...

Clarke, C. B. (Katie).

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Constructing trust through words and images: An analysis of pharmaceutical direct-to-consumer advertising messages.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Constructing trust through words and images: An analysis of pharmaceutical direct-to-consumer advertising messages./
作者:	Clarke, C. B. (Katie).
面頁冊數:	167 p.
附註:	Source: Dissertation Abstracts International, Volume: 66-07, Section: A, page: 2425.
Contained By:	Dissertation Abstracts International66-07A.
標題:	Mass Communications. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3180734
ISBN:	0542208237

Constructing trust through words and images: An analysis of pharmaceutical direct-to-consumer advertising messages.
Clarke, C. B. (Katie).

Constructing trust through words and images: An analysis of pharmaceutical direct-to-consumer advertising messages. - 167 p.

Source: Dissertation Abstracts International, Volume: 66-07, Section: A, page: 2425.

Thesis (Ph.D.)--Benedictine University, 2005.

A rather recent phenomenon in the world of advertising is that of corporate social marketing, which combines the humanitarian objective of assuming social responsibility with that of the business objective of making a profit. As a form of corporate social marketing, direct-to-consumer (DTC) advertising in the field of prescription pharmaceutical drugs is only about ten years old; yet, it has the potential to change society by encouraging the public to become more proactive about their health. Such DTC advertising is also closely tied to organization development and change insofar as corporate objectives reflect and influence consumer needs. And further, organizational change is typically a process of influencing people to trust or buy into a change. While there is a plethora of research on trust and advertising, no research has examined whether consumers find DTC drug advertisements trustworthy.

ISBN: 0542208237Subjects--Topical Terms:

1017395
Mass Communications.

Constructing trust through words and images: An analysis of pharmaceutical direct-to-consumer advertising messages.
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500 $a Chair: Ramkrishnan V. Tenkasi.
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520 $a A rather recent phenomenon in the world of advertising is that of corporate social marketing, which combines the humanitarian objective of assuming social responsibility with that of the business objective of making a profit. As a form of corporate social marketing, direct-to-consumer (DTC) advertising in the field of prescription pharmaceutical drugs is only about ten years old; yet, it has the potential to change society by encouraging the public to become more proactive about their health. Such DTC advertising is also closely tied to organization development and change insofar as corporate objectives reflect and influence consumer needs. And further, organizational change is typically a process of influencing people to trust or buy into a change. While there is a plethora of research on trust and advertising, no research has examined whether consumers find DTC drug advertisements trustworthy.
520 $a Drawing upon several theoretic frameworks and employing both qualitative and quantitative methods, this pilot study explores the factual information contained in 51 drug advertisements and then uses a subset of that sample---4 prescription medications for allergies---to determine what features of the advertisements 31 interview participants considered most trustworthy and persuasive. Findings suggest that factual information, as represented in the advertisements' thematic trust factors and trust levels, and as determined in the researcher's initial content analysis of the advertisements, may be believable to consumers, but they do not associate facts with trust. Rather, they associate trust with the emotional images in the advertisements, such as pictures of family and other images associated with happiness. The study concludes with implications of this unexpected finding for corporate social marketing, DTC drug advertising, organization development, and future research.
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