ArticleJournal of public policy & marketing : JPP&M : an annual publication of the Division of Research, Graduate School of Business Administration, the University of Michigan2017
Attention to and Distraction from Risk Information in Prescription Drug Advertising: An Eye Tracking Study.
Article in Journal of public policy & marketing : JPP&M : an annual publication of the Division of Research, Graduate School of Business Administration, the University of Michigan, 2017. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 4 papers.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Who cites it
4 citing papers in PubMed.
- Communicating therapeutic indication information in direct-to-consumer television ads for prescription cancer drugs: Exploring the effect of dual-modality presentations.Patient education and counseling · 2025Article
- Patients as Consumers: Reflections on the FDA's New Rule on Direct-to-Consumer Advertising.American journal of preventive medicine · 2025Article
- Assessing the Inclusion of Foil Items in a Scale to Measure Recognition of Health Messages.Communication methods and measures · 2021Article
- Communicating Risk Information in Direct-to-Consumer Prescription Drug Television Ads: A Content Analysis.Health communication · 2019Article
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
5 authors.
Funding
Abstract
Direct-to-consumer (DTC) television ads must disclose a drug's most important risks. Currently, the risks must be in audio at a minimum. Studies have shown that presenting information with both audio and superimposed risk text (dual-modality) improves recall beyond that of using audio alone. However, distracting elements in DTC ads may draw attention away from the superimposed risk text. This study combined eye-tracking data with questionnaire data to examine whether distracting elements decrease attention to the risk text in DTC ads, in turn affecting risk retention and risk perceptions. The authors randomly assigned 300 U.S. opt-in panel members to view either a low-distraction or a high-distraction DTC television ad. The authors found that distracting elements during risk presentation drew attention away from the risk text and, in turn, reduced retention of drug risk information. Risk perceptions were not affected. These results suggest that even if dual-modality is used to increase consumer's comprehension of drug risk information, distracting visuals should still be avoided in order to help consumers focus on key information in the ad.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.