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CATEGORIES:Seminar
DESCRIPTION:In this paper we test the hypothesis that exposure to DTC adver
 tising for antidepressants affects self diagnosis (reported prevalence) of 
 depression and individual use of these medications. We examine whether the 
 ads have a different effect depending on the medium in which they appear (p
 rint versus television)\, whether there is an interactive (reinforcing) eff
 ect when a consumer is exposed to both media\, and whether the effects diff
 er for men vs. women. Prior studies have almost exclusively relied on makin
 g connections between national or market level advertising and national or 
 individual level usage of medications. This is the first study to consider 
 the impact of individual-level exposure to DTC advertising on individual le
 vel use of antidepressants\, and the first to consider the relative impact 
 of pharmaceutical advertising in two different media (print versus televisi
 on). We find that consumer advertising impacts depression self diagnosis an
 d antidepressant use. The effects on self diagnosis and on use of anti-depr
 essants are present in print advertising and in TV advertising\, although t
 he evidence is stronger for women than for men. The overall magnitude is ab
 out a 1 percentage point increase in self diagnosis of depression and a 3 t
 o 4 percentage point increase in antidepressant use from being exposed to p
 rint advertising on average\; for TV the effects are ½ to 1 percentage poin
 t and 6-10 percentage points respectively. We find no evidence of an intera
 ctive effect of the exposure to two media.
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DTSTAMP:20260310T094820Z
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GEO:42.449879;-76.478691
LOCATION:Martha Van Rensselaer Hall\, 114
SEQUENCE:0
SUMMARY:The Impact of DTC Print and Television Advertising on Self-Diagnosi
 s of Depression  and Antidepressant Use
UID:tag:localist.com\,2008:EventInstance_128245
URL:https://events.cornell.edu/event/the_impact_of_dtc_print_and_television
 _advertising_on_self-diagnosis_of_depression_and_antidepressant_use
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