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Health Care Marketing

Maladaptive Influences of Direct-to-Consumer Pharmaceutical Advertising: The Moderating Influence of Age and Consumer Loneliness

sanjay puligaddaFollow

Keywords

Direct-to-consumer Pharmaceutical Advertising, advertising, health optimism, loneliness, age, health anxiety

Document Type

Proceedings Paper

Included in

Marketing Commons, Public Health Education and Promotion Commons

COinS

Maladaptive Influences of Direct-to-Consumer Pharmaceutical Advertising: The Moderating Influence of Age and Consumer Loneliness