The impact of health literacy on involvement and attitude toward pharmaceutical print ads

Volume: 9, Issue: 1, Pages: 47 - 57
Published: Jan 2, 2016
Abstract
Purpose: This article investigates the level of health literacy on consumers' attitude and involvement toward Direct-to-Consumer pharmaceutical ads.Design/methodology/approach: This study adopted the newest vital sign (NVS) test as a measure for health literacy. Sixty-one college students first took the NVS test measuring their literacy level, then were exposed to a hypothetical print ad for prescription allergy medication and finally completed...
Paper Details
Title
The impact of health literacy on involvement and attitude toward pharmaceutical print ads
Published Date
Jan 2, 2016
Volume
9
Issue
1
Pages
47 - 57
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