Abstract
This study examined Korean Americans' evaluation and use of online advertising and non-advertising sources of prescription drug information and compared the findings to those of white Americans. A mail survey was conducted with a disproportionate stratified sample of 600 adults (300 general population and 300 Korean Americans) who have ever taken or are currently taking prescription drugs regularly and reside in a metropolitan area in the Midwestern United States. While both Korean and white Americans evaluated online non-advertising sources more positively than advertising sources, the 2 groups were similar in their evaluation of both online advertising and non-advertising sources. White Americans tended to use more online advertising sources than did Korean Americans, but both groups were equally likely to use non-advertising sources. Evaluation and use of online advertising and non-advertising sources by Korean and white Americans were associated with different predictors.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 116-124 |
| Number of pages | 9 |
| Journal | Therapeutic Innovation and Regulatory Science |
| Volume | 47 |
| Issue number | 1 |
| DOIs | |
| State | Published - Jan 2013 |
Bibliographical note
Funding Information:This study was funded by a grant from the American Academy of Advertising.
Keywords
- advertising sources
- consumer responses
- non-advertising sources
- online information
- prescription drugs