Consumer Attitudes toward Advertising by Professionals

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Abstract
While other empirical studies on professional advertising have examined the advertiser's viewpoint, this research focuses on the consumer. It ascertains the opinions, attitudes, perceptions, and expectations of consumers toward advertising by physicians'. Included are beliefs concerning advertising limitations on physicians, the importance of various kinds of information on the consumer's choice of a physician, and the acceptability of various media and types of advertising content.

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