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Lecturer in Marketing, University of Malta

drugs

Four questions and a seven-point response scale are used to measure how much a person believes the side effects of a medicinal drug are serious and threatening.

The scale is composed of four, seven-point items intended to measure person's interest in and likelihood of trying a particular prescription medication.

Three questions with a dichotomous response format (yes/no) are used in this scale to measure the extent to which a person reports that direct-to-consumer (DTC) advertising has influenced him/her to speak with a physician about the drug and/or his/her medical condition.

This three item, four-point Likert-type scale measures a person's beliefs regarding direct-to-consumer (DTC) advertising of prescription drugs. These beliefs could be considered perceptions of the benefits of DTC.

Eighteen, five-point summated rating scales are used to measure the potency of a person's overall negative emotional response to a stimulus to which he or she has been exposed. The stimulus used in the study by Schoenbachler and Whittler (1996) was an antidrug-related public service announcement.

Three, five-point, Likert-type statements are used to measure the extent to which a physician believes that pharmaceutical advertising has had a positive impact on the prescriptions he or she has subsequently written.

Five, five-point Likert-type statements are used to measure the attitude a physician has regarding the aiming of pharmaceutical advertising at consumers.

Four, five-point Likert-type statements are used to measure the attitude a person has regarding the aiming of pharmaceutical advertising at physicians.

Three, five-point Likert-type statements are used to measure the attitude a physician has about writing prescriptions for medications that have been specifically requested by patients.

Four, five-point Likert-type items are used to measure a person's perception of the probability of the occurrence of negative events related to drug usage. The intent of the measure is to assess the extent of a respondent's sense of immortality in the face of the potential negative consequences of drug usage.