Date of Graduation

5-2015

Document Type

Thesis

Degree Name

Bachelor of Science in Business Administration

Degree Level

Undergraduate

Department

Marketing

Advisor

Kopp, Steven

Reader

Till, Olivia A.

Abstract

This paper seeks to gain a better understanding of the influence that Direct-to-Consumer Advertising has on the willingness of a consumer to request a prescription of a particular brand of birth control. More specifically, it assesses how willing a consumer is to undertake the risk of potentially serious side effects to gain some advantageous secondary effect. In this case, the promise of clearer skin for mild to moderate acne was the secondary benefit promoted. Participants were given an advertisement for the fictitious brand of oral contraceptive, Ortho TriRegularis. One group received a version with minor side effects, while another group received a version with more serious effects. Respondents were tested on their ability to correctly recall a side effect and then analyzed on how this affected their inclination to request a prescription.

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