FAYETTEVILLE, Ark. — Although they generally "like" prescription drug advertising, consumers often don’t know what the ads are for, according to University of Arkansas researcher Steve Kopp. His research indicates that some consumers who see the ads may develop alternative means for obtaining the medications without going to a doctor, resulting in serious health issues.

"Although drug companies began advertising prescription drugs to consumers 20 years ago, very little is understood about the consumer decision-making process for prescription drugs," explained Kopp, associate professor of marketing and logistics in the Walton College of Business. "Our previous research found that consumers were aware of the ads for some products, such as Viagra or Allegra, but consumers often could not associate the right ad with the right product. We wanted to explore whether these ads are harmful or deceptive."

Kopp, who has studied drug advertising issues for over a decade, conducted research with Angela Hausman, assistant professor of marketing in the College of Business at the University of Texas-Pan American. They presented their findings recently at the Food & Drug Administration’s meeting on Research on Consumer Directed Advertising Public Meeting in Washington, D.C.

In their study, Hausman and Kopp examined the effects of drug advertisements on consumers’ attitudes and health related behaviors. They interviewed and surveyed consumers in Texas and Arkansas. A large percentage of those surveyed were Hispanics (mainly Mexican Americans) and African American. The study shows that minority groups tend to give more consideration to the ads than non-minority groups and are more likely to believe the government approves the ads before they are shown. This, in turn, affected their decision to take the drug, if it were available.

"Generally, if people are recognizing symptoms, asking questions, or talking to their doctors, based on advertising it’s a good thing," Kopp said. "If the ads scare them away from needed medication or lead them to take unnecessary drugs, it’s a bad thing. It also means that consumers have begun to think of prescription drug ads the way they think of ads for cars or furniture, and perhaps don’t take them as seriously as they should."

The United States prescription pharmaceutical industry spent almost $3 billion dollars on consumer-directed advertising in 2002, including ads on television, in magazines, and on the Internet. While the practice is controversial, the industry insists that direct-to-consumer advertising of prescription drugs provides useful information to consumers. Consumer advocacy groups contend, however, that the ads provide incomplete, or even deceptive, information. FDA rules were relaxed in 1997, allowing much more television advertising. Very little unbiased consumer research has been conducted to examine the effects of drug advertising on consumer decision making.

"There are several issues we want to continue to explore. Consumers gave us some ideas that they could obtain prescription drugs they had seen advertised, without going to the doctor for a prescription — by going to Mexico, using a friend’s medication, or ordering online. If this is happening, it is a very serious health issue," explained Kopp. "But consumers also expressed that they felt like drug ad information helped them make decisions whether to seek prescriptions from their doctor."

 

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