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首页> 外文期刊>Journal of health economics >The impact of direct-to-consumer television and magazine advertising on antidepressant use
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The impact of direct-to-consumer television and magazine advertising on antidepressant use

机译：面向消费者的电视和杂志广告对抗抑郁药的使用影响

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We examine whether exposure to direct-to-consumer advertising (DTCA) for antidepressant drugs affects individual use of these medications among those suffering from depression. Prior studies have almost exclusively relied on making connections between national or market-level advertising volume/expenditures and national or individual-level usage of medications. This is the first study to: estimate the impact of individual-level exposure to DTCA on individual-level use of antidepressants; estimate the impact of individual-level exposure to television DTCA on individual-level use in any drug class; consider the relative and interactive impact of DTCA in two different media in any drug class; and, consider the heterogeneity of impact among different populations in an econometric framework in the antidepressant market. There are also important limitations to note. Unlike prior market level studies that use monthly data, we are limited to aggregated annual data. Our measures of potential advertising exposure are constructed assuming that media consumption patterns are stable during the year. We are also not able to study the impact of advertising on use of antidepressants for conditions other than depression, such as anxiety disorders. We find that: DTCA impacts antidepressant use in a statistically and economically significant manner; that these effects are present in both television and magazine advertising exposure but do not appear to have interactive effects; are stronger for women than for men in the magazine medium, but are about equally strong for men and women in the TV medium; and, are somewhat stronger for groups suffering from more severe forms of depression. The overall size of the effect is a 6-10 percentage point increase in antidepressant use from being exposed to television advertising: the corresponding magazine effects are between 3 and 4 percentage points.
机译：我们研究了抗抑郁药的直接面向消费者的广告（DTCA）暴露是否会影响抑郁症患者中这些药物的单独使用。先前的研究几乎完全依赖于在国家或市场级别的广告数量/支出与国家或个人级别的药物使用之间建立联系。这是第一项研究：估计DTCA的个人暴露水平对个人使用抗抑郁药的影响；估计个人接触DTCA电视对任何药物类别中个人使用的影响；考虑DTCA在任何药物类别的两种不同媒体中的相对和互动影响；并在抗抑郁药市场的计量经济学框架中考虑不同人群之间影响的异质性。还有一些重要的限制要注意。与先前使用月度数据的市场水平研究不同，我们仅限于汇总的年度数据。我们在假设媒体消费模式在一年中稳定的前提下，对我们潜在的广告展示机会进行了衡量。我们也无法研究广告对抑郁症以外的其他状况（例如焦虑症）使用抗抑郁药的影响。我们发现：DTCA以统计学和经济上重要的方式影响抗抑郁药的使用；这些影响在电视和杂志广告中都存在，但似乎没有交互作用；在杂志媒体中，女性比男性要强，但在电视媒体中，男性和女性都同样强；并且，对于遭受更严重抑郁症困扰的群体而言，这种感觉会更强一些。接触电视广告后，抗抑郁药的使用效果总体提高了6-10个百分点：相应的杂志效果在3-4个百分点之间。

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