Many marketing studies have examined the impact of direct-to-consumer advertising of pharmaceuticals on sales and market shares. But in a new study, a researcher from The University of Texas at Dallas wanted to know whether drug advertising might have some unintended, population-level health consequences.
“A colleague and I were brainstorming, and I wondered, ‘Can Viagra ads result in more babies?’” said Dr. Tongil “TI” Kim
, assistant professor of marketing
in the Naveen Jindal School of Management
and one of the study’s co-authors. “With a more or less fixed gestation period, my colleague and I knew that we could compare advertising amount and birth rates after 10 months.”
In the study
, published online April 28 and in the August print issue of the Journal of Marketing Research
, Kim and Dr. Diwas KC of Emory University explored the impact of direct-to-consumer advertising of erectile dysfunction (ED) drugs on birth rate at the population level.