Consumer Reactions to Price Comparison and Disclosure Information in Prescription Drug Print Advertising

Abstract

Advertisers sometimes include price‐comparison information in direct‐to‐consumer (DTC) prescription drug ads because consumers may value such savings when considering drug options. It is not known whether a context statement—a disclosure noting that compared products may or may not be equally effective or safe or costly—could improve consumer understanding of risk, efficacy, and price. Using a between‐subjects experiment, we tested effects of price claim type (price comparison versus general cost savings) and presence of a disclosure statement in a fictitious but professionally developed DTC prescription drug print ad. Results indicated that when people remembered seeing the disclosure, they demonstrated uncertainty regarding risks, efficacy, and savings; however, most did not notice the disclosure, despite its prominent placement in the ad.