Pharmaceutical advertising practitioners' approach to trust and emotion

Abstract

Purpose

Studies of direct‐to‐consumer pharmaceutical advertising (DTCA) have examined the views of consumers and healthcare providers but the perspective of pharmaceutical advertisers has been largely absent. This study sought to fill that gap by exploring the perspectives of advertising professionals working on pharmaceutical brands.

Design/methodology/approach

Interviews were conducted among 22 advertising professionals regarding the use of emotion in DTCA and considerations about consumer distrust and ad credibility.

Findings

Results suggest emotion is used to gain attention, increase involvement, and enhance information processing. Consumer trust of pharmaceutical companies was recognized as an issue, and various thoughts were provided on trust‐building strategies. However, several respondents expressed doubt that negative opinions of the industry translated into negative evaluations of the specific ads or brands with which consumers were familiar.

Research limitations/implications

Based on participants' assertions, this paper poses a number of specific avenues for future research regarding the effects of emotion on response to DTCA and consumers' conflicting sense of trust within the pharmaceutical category.

Originality/value

While scholars examining the design and effects of DTCA have inferred the motivations of pharmaceutical advertisers, this study provides insight on practitioners' actual intentions behind the messages created for DTCA.

Citation

Ball, J. and Mackert, M. (2013), "Pharmaceutical advertising practitioners' approach to trust and emotion", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 7 No. 3, pp. 244-264. https://doi.org/10.1108/IJPHM-04-2013-0021