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7.3d The Role of Emotional and Cognitive Trust in Perceived Risk: Effects of Emotional and Functional Benefits in Direct-to-Consumer Prescription Drug Advertising
Abstract
The influence of trust responses to advertising on perceived product risk has received little research attention despite established links between trust and risk perceptions in other fields. In addition, scholars have explored few message factors that can influence trust and perceived risk. This paper presents the results of an experiment conducted within the context of prescription drug advertising to address these gaps. Benefit type (functional versus emotional) and amount of risk information were manipulated while involvement with the health condition served as a measured variable. Results indicated an emotional benefits message increased positive trust feelings (security) which in turn decreased perceived drug risk among those with higher involvement while the functional benefits message reduced perceived drug risk via ad credibility among those with lower involvement. These results were only seen when the amount of risk was high and the health condition was not life-threatening.
First & Corresponding Author
Jennifer Ball, Temple University
Authors in the order to be printed.
Jennifer Ball, Temple University