Abstract
ABSTRACT We use the model of goal-directed behavior to investigate consumer reactions to direct-to-consumer drug ads and ascertain the self-regulatory roles of moral identity and the self-concept. Four hundred and four university students, who are prime targets for smart-drugs, were randomly assigned to experimental and control groups, and side-effects were manipulated. Findings show that, as consumer moral identity increases, positive emotional and attitudinal reactions decline and have diminishing effects on desires and decisions to buy smart-drugs. Likewise, as the correspondence of self-concept and desires increases, the effects of desire on decisions increase.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
