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Direct-to-Consumer Advertising and Online Search

出版	National Bureau of Economic Research, 2016
URL	http://books.google.com.hk/books?id=vxmcnQAACAAJ&hl=&source=gbs_api

註釋Regression analysis shows that advertising on a prescription drug serves to increase the frequency of online search and subsequent clicks for that drug, as well as search for other drugs in the same class. We find the relationship between DTCA and search is stronger for younger drugs, for those drugs that treat acute conditions, those drugs that are less likely to be covered by insurance, and those whose searcher population tends to be older. These findings suggest that DTCA motivates consumers to search online for drug information, but the magnitude of the effect is heterogeneous and potentially associated with clicks on websites that are more promotional in nature.