Investigating the Impact of Advertising on Smoking Cessation: The Role of Direct-to-Consumer Prescription Drug Advertising

This paper measures the effects of direct-to-consumer advertising for smoking cessation prescription drugs and examines how access barriers moderate these effects.

• 저널Marketing Science · 45(1) · 159–174
• 토픽Pharmaceutical industry and healthcare · Pharmacology
• DOI10.1287/mksc.2024.0848
• 저자Erfan Loghmani, Ali Goli