Do Korean-Americans view drug advertisements differently than non-hispanic White Americans? perceptions of direct-to-consumer media: How useful is the information they convey?
The Korean-American market segment is distinct, economically powerful, and under-examined. This study compared perceived information utility of six direct-to-consumer advertising (DTCA) media for prescription drugs among Korean-Americans and Non-Hispanic White Americans. Results indicate that drug-brand Web sites were most useful for this segment, followed by television. Banner, pop-up, and e-mail advertisements were least useful. Korean-Americans perceived newspapers, television, and the Internet significantly more useful DTCA media than Non-Hispanic Whites.
Journal of Advertising Research
Digital Object Identifier (DOI)
Huh, Delorme, D. E., Reid, L. N., & Kim, J. (2014). Do Korean-Americans View Drug Advertisements Differently Than Non-Hispanic White Americans?: Perceptions of Direct-to-Consumer Media: How Useful Is the Information They Convey? Journal of Advertising Research, 54(3), 332–345. https://doi.org/10.2501/JAR-54-3-332-345