| 来源类型 | Working Paper |
| 规范类型 | 报告 |
| DOI | 10.3386/w19794 |
| 来源ID | Working Paper 19794 |
| Direct to Consumer Advertising of Pharmaceutical Drugs: Information and Persuasion | |
| Talia Bar; Dean R. Lillard | |
| 发表日期 | 2014-01-09 |
| 出版年 | 2014 |
| 语种 | 英语 |
| 摘要 | We formally model direct to consumer advertising (DTCA) of prescription drugs and examine factors that determine a pharmaceutical firm's DTCA strategy. We highlight how the profitability of DTCA varies with the characteristics of the condition that the advertised drug treats, the incidence of the condition, and the signal value of symptoms, and risk factors. We account for the potential information benefits from DTCA as well as its potential to persuade consumers. From a welfare perspective there can be too much or too little private investment in advertising. Welfare is more likely to increase when the population is uninsured. |
| 主题 | Health, Education, and Welfare ; Health ; Industrial Organization ; Market Structure and Firm Performance ; Industry Studies ; Other ; Accounting, Marketing, and Personnel |
| URL | https://www.nber.org/papers/w19794 |
| 来源智库 | National Bureau of Economic Research (United States) |
| 引用统计 | |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/577468 |
| 推荐引用方式 GB/T 7714 | Talia Bar,Dean R. Lillard. Direct to Consumer Advertising of Pharmaceutical Drugs: Information and Persuasion. 2014. |
| 条目包含的文件 | 条目无相关文件。 | |||||
| 个性服务 |
| 推荐该条目 |
| 保存到收藏夹 |
| 导出为Endnote文件 |
| 谷歌学术 |
| 谷歌学术中相似的文章 |
| [Talia Bar]的文章 |
| [Dean R. Lillard]的文章 |
| 百度学术 |
| 百度学术中相似的文章 |
| [Talia Bar]的文章 |
| [Dean R. Lillard]的文章 |
| 必应学术 |
| 必应学术中相似的文章 |
| [Talia Bar]的文章 |
| [Dean R. Lillard]的文章 |
| 相关权益政策 |
| 暂无数据 |
| 收藏/分享 |
除非特别说明，本系统中所有内容都受版权保护，并保留所有权利。
