| Authors | Morgan SG, Mintzes B, Barer ML |
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| Source | Journal of Health Services Research and Policy. 2003 October;8(4):237-244. |
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| Abstract | According to economic theory, one might expect that the informational content of direct-to-consumer advertising of prescription-only drugs would improve consumers' welfare. However, contrasting the models of consumer and market behaviour underlying this theory with the realities of the prescription-only drug market reveals that this market is distinct in ways that render it unlikely that advertising will serve an unbiased and strictly informative function. A review of qualitative evidence regarding the informational content of drug advertising supports this conclusion. |
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| Code | CHSPR 03:09R |
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