Do Korean-Americans view drug advertisements differently than non-Hispanic white Americans?

• Autores: Jisu Huh, Denise E. Delorme, Leonard N. Reid, Junga Kim
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 54, Nº 3, 2014, págs. 332-345
• Idioma: inglés
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• Resumen

  • The Korean-American market segment is distinct, economically powerful, and underexamined. 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