publication . Preprint . 2005

Drug Advertising and Health Habit

Toshiaki Iizuka; Ginger Zhe Jin;
Open Access
  • Published: 01 Nov 2005
Abstract
We examine the effect of direct-to-consumer advertising (DTCA) of drug treatment on an important health habit, physical exercise. By learning the existence of a new drug treatment via DTCA, rational consumers may become careless about maintaining healthy lifestyles. Using the National Health Insurance Survey (NHIS) and MSA-level DTCA data, we find that the DTCA related to four chronic conditions -- diabetes, high cholesterol, over weight, and hypertension -- reduce the likelihood of engaging in moderate exercise. This suggests the possibility that DTCA does not only affect pharmaceutical demand in the short-run, but also have long-run impacts on people's health ...
Subjects
free text keywords: jel:I12, jel:I18, jel:D83
Related Organizations

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