Consumers'Attention to the Brief Summary in Print Direct-to-Consumer Advertisements: Perceived Usefulness in Patient–Physician Discussions

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Abstract
To what extent does direct-to-consumer prescription drug advertising communicate detailed technical information (e.g., relevant to risks, warnings, indications, contraindications, adverse effects)? This study examines whether consumers attend to the brief summary of risk information in product-specific print direct-to-consumer advertisements and whether they find it useful in discussing the risks of taking the drug with their physicians. The authors analyze data from a 1999 national survey of 1205 consumers. A discussion of the study findings highlights the implications for the development of future public policy in this area.