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Antidepressant Direct-to-Consumer Advertising and Social Perception of the Prevalence of Depression: Application of the Availability Heuristic
Abstract
This study examined the effect of antidepressant direct-to-consumer advertising (DTCA) on perceived prevalence of depression. A survey of Midwestern residents showed that those with high recall for antidepressant DTCA tended to estimate the prevalence of depression higher than those with low ad recall. However, with a source-priming cue before their estimation, the significant association was eliminated. Results indicate that people use antidepressant DTCA as a basis for their judgment of the prevalence of depression in normal situations where the veracity of information is not highlighted.
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- Available online: 16 Dec 2008
Author affiliations
- a A.Q. Miller School of Journalism and Mass Communications, Kansas State University
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