Textual Cues in Direct-to-Consumer Prescription Drug Advertising: Motivators to Communicate with Physicians

Growth of direct-to-consumer advertising (DTCA) of prescription drugs heightens concerns about its effects on the patient–physician relationship. Based on social cognitive theory, this study examines textual features of DTCA that may motivate patients to alter communication with physicians. Results of analyses of 225 unique advertisements found in 18 consumer magazines indicate that DTCA's textual messages associate instrumental and identity motivators with products and their use. The most common instrumental motivational cues were medical rewards. The most common identity motivational cues were gaining freedom and achieving normality in one's life. Results are discussed in terms of applications for consumers, which suggest the importance of enhancing consumers’ media and health literacy skills in order to avoid the potential harmful effects of drug advertising.