A Proposed Model of Consumer Cognitive, Affective and Behavioral Responses to Over-the-Counter Drugs Advertisements

Abstract

Aim of the Paper: This study tested consumer responses to Over-the-Counter drug advertising (OTCA) -based on Hierarchy of Effects Model- from ad attention leading to cognitive responses, then affective responses, finally to behavioral outcome, to provide insight into an area of pharmaceutical advertising.
Sample and Data: data were collected through a questionnaire from a sample of 382 post graduate students. Structural equation modeling analysis of data was conducted.
Results: the results provide consistent support for the model, with good model–data fit. All proposed paths were significant, and analyses consistently supported the model, from key antecedent OTCA exposure to the intermediate cognitive effect variables, from cognitive responses to affective responses, and from affective responses to the final ad outcome. Ad attention was significantly related to both cognitive and affective responses to different degrees, with stronger links to cognitive responses; and Ad-prompted actions were influenced by ad attitude. This is consistent with the findings of previous studies in that advertisements play their persuasive role by influencing consumers so that they first think about the information presented through drug advertisements as “cognitive responses”, then they evaluate their judgments as “emotional responses” and then make various behavioral responses.
Conclusion: The role of exposure to nonprescription drug advertising in predicting attitude toward OTCA and behavior outcomes should be noted by pharmaceutical marketers.