Consumer Response to Direct-to-Consumer Advertising of Predictive Genetic Tests

Sharavanan Ramakrishnan; Brent L. Rollins; Randall Tackett; Sally Huston; Matthew Perri

doi:/AMHCR%202011%20Proceedings.pdf

Consumer Response to Direct-to-Consumer Advertising of Predictive Genetic Tests

Sharavanan Ramakrishnan, Brent L. Rollins, Randall Tackett, Sally Huston, Matthew Perri

Research output: Contribution to conference › Presentation

Abstract

Direct-to-consumer (DTC) advertising of predictive genetic tests (PGT) is gaining popularity and media attention, but empirical research on the topic is lacking. Consumer attitudes, intentions and behavior in response to a web-based PGT-DTC ad were assessed. Overall, consumers hold favorable attitudes to PGT-DTC ads and were willing to talk to their doctors about PGTs. However, consumers did not appear ready to engage in an active, pre-defined information search behavior. Marketers will need to continue educating consumers and providers, in particularly physicians, about PGTs use, validity and place in the healthcare market.

Original language	American English
DOIs	https://doi.org//AMHCR%202011%20Proceedings.pdf
State	Published - Feb 2011
Event	Advances in Health Care Research – Proceedings of the Association for Marketing and Health Care Research - Steamboat Springs, CO Duration: Feb 1 2011 → …

Conference

Conference	Advances in Health Care Research – Proceedings of the Association for Marketing and Health Care Research
Period	2/1/11 → …

Disciplines

Medicine and Health Sciences
Pharmacy and Pharmaceutical Sciences

Access to Document

/AMHCR%202011%20Proceedings.pdfLicense: Unspecified

Cite this

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title = "Consumer Response to Direct-to-Consumer Advertising of Predictive Genetic Tests",

abstract = " Direct-to-consumer (DTC) advertising of predictive genetic tests (PGT) is gaining popularity and media attention, but empirical research on the topic is lacking. Consumer attitudes, intentions and behavior in response to a web-based PGT-DTC ad were assessed. Overall, consumers hold favorable attitudes to PGT-DTC ads and were willing to talk to their doctors about PGTs. However, consumers did not appear ready to engage in an active, pre-defined information search behavior. Marketers will need to continue educating consumers and providers, in particularly physicians, about PGTs use, validity and place in the healthcare market. ",

author = "Sharavanan Ramakrishnan and Rollins, {Brent L.} and Randall Tackett and Sally Huston and Matthew Perri",

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AU - Rollins, Brent L.

AU - Tackett, Randall

AU - Huston, Sally

AU - Perri, Matthew

PY - 2011/2

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N2 - Direct-to-consumer (DTC) advertising of predictive genetic tests (PGT) is gaining popularity and media attention, but empirical research on the topic is lacking. Consumer attitudes, intentions and behavior in response to a web-based PGT-DTC ad were assessed. Overall, consumers hold favorable attitudes to PGT-DTC ads and were willing to talk to their doctors about PGTs. However, consumers did not appear ready to engage in an active, pre-defined information search behavior. Marketers will need to continue educating consumers and providers, in particularly physicians, about PGTs use, validity and place in the healthcare market.

AB - Direct-to-consumer (DTC) advertising of predictive genetic tests (PGT) is gaining popularity and media attention, but empirical research on the topic is lacking. Consumer attitudes, intentions and behavior in response to a web-based PGT-DTC ad were assessed. Overall, consumers hold favorable attitudes to PGT-DTC ads and were willing to talk to their doctors about PGTs. However, consumers did not appear ready to engage in an active, pre-defined information search behavior. Marketers will need to continue educating consumers and providers, in particularly physicians, about PGTs use, validity and place in the healthcare market.

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DO - /AMHCR%202011%20Proceedings.pdf

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