Wendy Macias

Blog Functions as Risk and Crisis Communication During Hurricane Katrina

Blogs were examined during the 2 weeks after Hurricane Katrina hit the U.S. city of New Orleans to better understand what risk and crisis communication functions they served. The 4 major functions—communication, political, information, and helping—included both filtering and linking about rescue needs and efforts, missing persons, ways to offer and find assistance, fostering community, and providing information on damage and government response. A thinker function was fulfilled where bloggers expressed opinions, especially on government response. An additional function not previously delineated was identified, which might be termed emotive or therapeutic. In addition, several of the blog functions indicate the role the Internet plays in maintaining a sense of community in times of crisis.

A CONTENT ANALYSIS OF DIRECT-TO-CONSUMER (DTC) PRESCRIPTION DRUG WEB SITES

The main goal of this content analysis study was to examine the content and form of direct-to-consumer (DTC) drug Web sites and explore their public policy implications. Although studies have examined print communications, very little academic attention has been paid to DTC Web sites. This study is a census of 90 complete DTC drug Web sites. Results showed that DTC sites used advertising appeals similar to those found in print ads, but they included more monetary incentives and a much higher degree of medical and drug information. The data show that these sites may be better suited to fulfilling Food and Drug Administration (FDA) guidelines because of their inclusion of more information. Suggestions for future research are discussed.

A Preliminary Structural Equation Model of Comprehension and Persuasion of Interactive Advertising Brand Web Sites

ABSTRACT The main goal of this study was to build a preliminary structural equation model to better understand the relationships between interactivity, comprehension, and persuasion. The limited capacity processing model provided theoretical framework. A two-cell (interactivity: low/high) experimental design was used to examine how the level of interactivity in interactive advertisements influences comprehension and attitudes. The sample consisted of 153 subjects. The structural equation model supported the idea that interactivity is an important and direct factor in both the consumer’s comprehension of interactive advertising and the persuasive outcomes (attitudes and purchase intention). In addition, comprehension had a direct, positive influence on persuasive outcomes. Limitations and directions for future research are discussed.

A Wonderful Life or Diarrhea and Dry Mouth? Policy Issues of Direct-to-Consumer Drug Advertising on Television

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Strengthening the safety net for online seniors: factors influencing differences in health information seeking among older internet users.

4 billion is being spent on direct-to-consumer advertising (DTCA) of prescription drugs. Although the greatest proportion of this media budget is spent on television, relatively few studies have investigated the key issues of DTCA on television (DTCA-TV), including fair balance, FDA regulations and if information or appeals is focused on more. This study found that emotional and rational appeals were used to a similar degree in DTCA-TV. Print tends to be more informative than TV. After developing a four-tiered classification scheme (lawbreakers, bare minimums, DTC main pack/peloton and proactives), this study found that DTCA-TV ads are not doing a good job of meeting the FDAs fair balance requirement, particularly in presenting risk information in a comprehensible manner. Todays new active healthcare consumers often want to learn what issues are important to consider when investigating drugs and how to evaluate alternative courses of treatment. Given the proportion of money spent on television, the medical industry is correct to be concerned that education does not appear more important to DTCA advertisers.

Dr. Mom and Dr. Web

Earlier studies clearly have shown that older adults are going online and accessing health information, but they are not a monolithic group. The goal of this study is to identify different types of older online Americans and to examine their online health information attitudes and behaviors. A total of 424 individuals age 55+ responded to an online survey. Three types of users were found based on demographic and computer-use factors: power users, well-to-do, and older men. Two types were found based on health attitudes and behaviors: health traditionalists and health technologists. The study found interesting relationships among these groups and also explored their use and evaluation of specific types of health-related websites and their motivations for going online. Suggestions are made for extending this research to other populations and further exploring the theoretical model of seniors online health interactions (SOHI) that drives the study.

FROM HAVE NOTS TO WATCH DOGS

Abstract The primary goal of this qualitative study was to begin to understand and gain insight into how women use the Web to search for health information. This has become an increasingly important area to understand because more consumers are taking control of their healthcare, women tend to take responsibility more than men, and the Web is a key source of healthcare information. Several key findings support the literature and theory saying that women are highly involved in searching for health information and they increasingly rely on the Web. These women are not relying on their doctors to provide their healthcare information and they are skeptical of health information with a sales purpose. Implications for marketers are discussed.

Health-related message boards/chat rooms on the Web: discussion content and implications for pharmaceutical sponsorships.

Senior citizens are often positioned as ‘have nots’ in the digital age, but internet use among older Americans ranges from 68 per cent among those just entering their senior years to 17 per cent of those age 75+. About 70 per cent of online seniors report using the internet for health information. This study uses grounded theory to explore online health communication among older Americans. Open-ended survey responses from 357 internet users age 55+ were analyzed. Selective coding categories were: empowerment, personal and professional communities, and watchdogs and peer assumptions. These themes are discussed in the context of health communication literature with suggestions for future research.