Does Health Locus of Control and Self-Efficacy Impact Attitudes toward Direct-to-Consumer Advertising in the United States?

Purpose: This paper investigates consumer attitudes and behavioural intentions related to direct-to-consumer advertising (DTCA) as influenced by the health locus of control and selfefficacy of the consumer. This study examines how consumers' health locus of control and selfefficacy influence their attitude toward a pharmaceutical advertisement and their subsequent intention to obtain a medical prescription. Design/methodology/approach: Using ordinary least squares and Chronbach's alpha, this study measures the attitude towards advertisement and side effects of drugs in advertising. 128 responses of individuals who are in good health comprised the sample size. Findings: The results indicate that attitude toward the advertisement for both benefits and side effects of the DTCA for a specific prescription drug was a determinant in the intentions to seek medical advice. Results also show a strong correlation between HLOC and attitude toward the ad in both benefits and side effects; however, self-efficacy was not significantly correlated to attitude toward the advertisement. Practical/social implications: Pharmaceutical advertisers can adjust and alter ads based on attitudes towards drug side effects. Further research can be done via focus groups and surveys to find what words or alterations may have a positive effect on these attitudes. Originality: This research is unique in that there are no prior studies that examine consumer attitudes toward drug side effects using the General Self Efficacy Scale. [ABSTRACT FROM AUTHOR]