Table 2. Questionnaire Responses Among 580 Study Participants Exposed to Different Direct-to-Consumer Pharmaceutical Advertising Formats.
| Questionnaire Item | Mean (SD) | ||||
|---|---|---|---|---|---|
| No Price (n = 116) | Low Price | High Price | |||
| Without Modifier(n = 115)a | With Modifier (n = 116)b | Without Modifier (n = 116)a | With Modifier (n = 117)c | ||
| Ask your doctor about the drugd | 5.12 (1.73) | 5.29 (1.51) | 5.33 (1.57) | 2.90 (2.21)e | 4.48 (1.95)e |
| Ask your insurer about the drugd | 5.01 (1.82) | 5.17 (1.75) | 5.19 (1.80) | 4.09 (2.27)f | 4.85 (1.99)g |
| Research the drug onlined | 5.94 (1.32) | 6.12 (1.17) | 6.12 (1.29) | 4.92 (2.02)e | 5.74 (1.47)f |
| Use the drugd | 4.93 (1.52) | 4.91 (1.43) | 4.92 (1.49) | 3.24 (2.05)e | 4.36 (1.63)e |
| Expected out-of-pocket cost, $ | 77.76 (148.94) | 49.75 (43.62) | 52.60 (77.97) | 2787.08 (5209.57)e | 1355.39 (3624.00)f |
| Perceived effectivenessh | 5.14 (1.17) | 5.10 (1.32) | 5.23 (1.11) | 5.29 (1.17) | 5.14 (1.15) |
a
Two-tailed Wilcoxon rank-sum tests were conducted to determine whether the median value of the column is statistically different from the median value of the “No Price” column.
b
Two-tailed Wilcoxon rank-sum tests were conducted to determine whether the median value of the column is statistically different from the median value of the “Low Price: Without Modifier” column.
c
Two-tailed Wilcoxon rank-sum tests were conducted to determine whether the median value of the column is statistically different from the median value of the “High Price: Without Modifier” column.
d
Ranging from 1 (highly unlikely) to 7 (highly likely).5
e
P < .001.
f
P < .01.
g
P < .05.
h
Ranging from 1 (highly ineffective) to 7 (highly effective).5