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Predictive genetic tests (PGTs) have greatly increased their presence in the market, and, much like their pharmaceutical peers, companies offering PGTs have increasingly used direct‐to‐consumer advertising as part of their promotional strategy. Given many PGTs are available without a prescription or physician order and the lack of empirical research examining the effects of PGT‐DTC, this paper seeks to examine consumer attitudes, intentions, and behavior in response to a PGT‐DTC ad with and without a prescription requirement.

A single factor, between subjects online survey design with the presence or absence of a prescription requirement as the experimental variable was used to evaluate consumers' attitudes, intentions, and behavior in response to a predictive genetic test DTC advertisement. A minimum sample size of 198 was determined a priori and 206 surveys were completed within five hours of deployment to 600 randomly selected general consumer participants for a response rate of 34.3 percent (206/600), with 106 in the prescription requirement group and 100 in the non‐prescription group. Descriptive statistics, t‐tests, and chi‐square techniques were used to examine the various dependent variables (consumer attitudes, behavioral intentions, and the pre‐defined behavior measure) and their differences.

Overall, consumers hold favorable attitudes to PGT‐DTC ads, but did not intend to engage in physician discussion, take the test or perform information search behavior. The effect of a prescription requirement was not significant, as no differences were seen with the attitude and behavioral intention dependent variables.

At this still relatively young point in the PGT cycle, consumers still seem to be skeptical about the value of predictive genetic tests and their associated DTC advertisements.

The purpose of this paper is to examine the physicians’ attitude toward branded generic drugs in prescribing those drugs in some selective medical conditions and to identify the factors that influence physicians’ behavior toward prescribing branded generic drugs in the said selective medical conditions.

The study was carried out across six major cities in eastern India with 301 physicians. The current study introduced some significant elements into the modified technology acceptance model (TAM) with title the extended tam for product usage (TETPU) to analyze the prescribing factors that influence physicians in five common yet serious medical conditions in India. Out of nine factors considered here, seven were selected from the previous literature studies of different product segments and two were proposed by the authors. Demographic factor was proposed as the confounding variable.

The results indicated that apart from the factors “perceived no need” and “physicians’ perception and need achievement” rest of the factors showed satisfactory to excellent results.

The current study findings may enable the pharmaceutical managers to revise or modify their current marketing communication and other brand-building strategies so as to achieve a superior performance that offers them a competitive advantage.

The paper fulfils a need for advancing the knowledge on the physician’s prescription influencing factors by introducing the newer aspects of the concept and offers a theoretical framework for the academia and practical framework for the managers who desire to implement the strategies to achieve competitive advantage.

This study aims to examine the antecedent factors (internal and external) that influence intentions to buy over-the-counter (OTC) medicines in Jordan.

A conceptual framework was developed based on consumer buying behavior theoretical background and a review of the relevant literature. A quantitative approach and a convenience sampling method were used to obtain data from self-administered questionnaires, which were completed by 351 academic staff from selected Jordanian universities.

The results indicate that all antecedent factors (internal, external and combined) have significant positive influences on the intentions to buy OTC medicines. Internal factors are more influential than external factors; however, the combination of internal and external factors resulted in the greatest influence on buying OTC medicines compared to each category separately.

This paper has integrated and examined empirically the antecedent factors that influence intentions to buy OTC medicines (internal, external and combined) in Jordan’s business environment context as a developing country for the first time.

The quality and reliability of medical communication for branded drug adoption is extremely critical, not only for safeguarding patient interests but also for ensuring successful investments by multinational pharmaceutical firms. This paper predicts doctors’ prescribing intentions based on communication relationship among factors for late entrant branded drugs, compared with pioneering brand choice, for treating chronic diseases such as hypertension.

The constructs were validated with structural equation model for a sample set of 151 doctors from private hospitals in the National Capital Region of India.

This research reveals communication drivers and draws on theory to suggest that the doctor’s behavioural prescription intentions, subject to social influence from their colleagues, leads to lower adoption responses.

Given that limitations on sample size are often unavoidable, this study reveals that, due to the availability of substituting brands, alternate therapeutic routes and lack of availability of a practical guide for prescription, a communication model needs to be developed and validated.

Furthermore, managers of pharmaceutical firms should differentiate between the effects of direct and indirect communication–integration efforts for minimizing uncertainty in drug adoption in the context of the fragmented and unpredictable Indian market.

A late entrant may lose its dominant market share to alternate brands from other suppliers due to communication gaps in an unstructured market, leading to low adoption intentions. The study provides business theorists, drug marketers and health-care professionals with unique insights into specific communication drivers of prescribing decisions, aimed at ensuring reliable and appropriate drug adoption in Indian markets.

This paper aims to examine preferences for different smoking cessation tools, investigates smokers’ perceptions of these tools by examining their brand personalities and determines whether these perceptions predict intentions to use particular cessation tools.

Two surveys of smokers evaluated cessation tools from electronic cigarettes to hypnosis.

Smokers showed a strong preference for electronic cigarettes over other cessation tools. Different aspects of brand personality predicted intention to use different cessation tools.

The research used online surveys rather than real purchasing behavior. The results indicate that advertisements emphasizing the personality attributes of different cessation tools could be effective in encouraging the use of appropriate cessation tools.

If research validates e-cigarettes as a valuable cigarette smoking cessation tool, then public service advertisements encouraging their use should emphasize their sincerity and excitement. If e-cigarettes have a net negative effect on public health, public service advertising should stress that the marketing of e-cigarettes is not sincere.

This research extends the idea of brand personality, showing how it can encourage behavior that promotes public health goals.

This paper aims to identify religiosity scale usage in academic marketing articles and compare the effectiveness of different religiosity scales in predicting marketing and consumer behavior outcomes.

Articles (n = 397) in the top 20 marketing journals are reviewed and a follow-up study is conducted that compares 22 religiosity scales in predicting 18 marketing variables.

Most scales are from preexisting sources (64.3%), only 20% are multi-dimensional and over 58% are used in only one journal article. Only 22.5% of possible regressions in the follow-up study predicting marketing variables from religiosity scales were significant.

This research is limited by the journals and dependent variables chosen. Implications include diversify research topics, expand publication outlets, decrease use of author-generated scales, increase use of multi-item and multi-dimensional measures, replicate findings methodologically and conceptually and make cultural context adaptations.

Marketers would benefit from using preexisting scales, ensuring that religiosity is measured using a multi-item measure that contains appropriate items for the dominant religious beliefs of the sample, as well as consider multi-dimensional measures to best guide marketing strategy decisions, such as target market definition.

This is the first research study to compare the use of religiosity scales in marketing. This offers key value to the marketing literature by highlighting tactics to take to improve consistency in research practices to increase the comparability and accuracy of findings.

This paper aims to explore the relationship between the contemporary forms of manufacturing rationalization and the reproduction of communities of practice (CoPs) centred on tasks and craft. Building on critical literature highlighting the tensions between CoPs and rationalization, this paper aims to develop a nuanced account of how CoPs are reproduced in the context of rationalization.

A qualitative case study of a CoP involved in the production of automotive components was conducted. Following a change in ownership, the company was instructed to rationalize production according to the principles of lean production. Data were collected through participant observation and semi-structured interviews.

The CoP of the case study reinterpreted, resisted and redefined the lean production practices according to the established norms and values. In collusion with local management, workers protected the integrity of the community by engaging in hypocritical reporting. While lower-level managers buffered the rationalization pressures, workers would “get the work done” without further interference.

The critical research approach may be applied to a wide range of cases in which informal or professional work organization collides with change programmes driven by management. Future research is encouraged to investigate more closely how CoPs gain access to formal and informal power by enrolling lower-level managers in their joint enterprise and world view.

Managers should be aware that attempts to rationalize community-based work forms may lead to dysfunctional patterns of organizational decoupling.

This study is one of the first to empirically examine the relationship between CoPs and manufacturing rationalization.

To determine whether direct‐to‐consumer prescription drug advertising influences consumers' behavioral intentions.

Gathered data from 288 respondents using a pencil and paper mail survey. Respondents were asked about their knowledge and behavior regarding prescription drugs.

Indicated that while consumers generally have favorable perceptions of prescription drug advertising, their behavioral intentions are nevertheless influenced by a heightened awareness of specific branded drugs. Consumers feel empowered by the information provided in direct‐to‐consumer advertising and they are concerned about governmental attempts to regulate prescription drug advertising.

Data was collected from a relatively homogenous sample with respect to ethnicity. Future research efforts could include respondents from diverse ethnic backgrounds and could incorporate questions regarding respondents' actual behaviors with respect to branded prescription drug medications.

Useful information for researchers, public policy makers and prescription drug manufacturers. Results suggest that consumer motivation to request branded drugs may be impacted by factors related to the quality of advertisements, trust in their physician, and personal competence. Consumer interest in advertised drugs may also depend on the strength of the relationship that they have with their physician.

This research fills an identified gap in the literature. While researchers have examined consumers' general perceptions of direct‐to‐consumer prescription drug advertising, little research has been done on the link between consumer perceptions and behavioral intentions.