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This article reports on formative research as part of a broader interdisciplinary campaign to increase voluntary environmentally responsible boating in a local lagoon. A telephone survey was conducted with a sample (N = 404) of targeted boaters to explore their views on the environmental issue and motivations to perform the desired behavior. Results reveal over half of respondents were unaware of the environmental damage caused by recreational boating but were somewhat concerned. Importantly, many believe they are able to engage in environmentally responsible boating and that it would help to protect this marine ecosystem. The article concludes by discussing scholarly and practical contributions and future research considerations.

This case study explored recreational boaters’ perceptions of a mobile app being developed in the context of a campaign to promote environmental responsibility in a U.S. Florida lagoon. Transcripts from six focus groups conducted with a target population of boaters to guide the conservation campaign were analyzed to identify and understand the barriers and benefits of the app that may influence its adoption with the desired behavior of better navigating the lagoon. Extant literature on social marketing and adoption and diffusion theory informed analysis. Overall, the results uncovered five perceived benefits and seven perceived barriers to adoption of the mobile app. Participants were interested in the app and had generally favorable reactions. They thought the app could fill a gap in boating technology and provide geographic information useful for improving the boating experience and health of the marine environment. However, there were also questions about the app’s purpose for the campaign and its ability to provide the quality and quantity of information desired for certain features. While some of this study’s identified benefits and barriers were consistent with the literature, others appeared unique to this social marketing and marine environment situation. The article concludes with a discussion of theoretical connections, practical implications, and future research recommendations. [ABSTRACT FROM PUBLISHER]

This study provides insight into seniors' perceptions of and responses to direct-to-consumer prescription drug advertising (DTCA) usefulness, examines support for DTCA regulation as a type of uncertainty management, and extends and gives empirical voice to previous survey results through methodological triangulation. In-depth interview findings revealed that, for most informants, DTCA usefulness was uncertain and this uncertainty stemmed from 4 sources. The majority had negative responses to DTCA uncertainty and relied on 2 uncertainty-management strategies: information seeking from physicians, and inferences of and support for some government regulation of DTCA. Overall, the findings demonstrate the viability of uncertainty management theory (Brashers, 2001, 2007) for mass-mediated health communication, specifically DTCA. The article concludes with practical implications and research recommendations.

Despite growing concerns about the quality and accuracy of Internet-based prescription drug information, there has been very little empirical research on consumers' perceptions of the trustworthiness of on-line drug information. In this article, we report on a study modeled after that of Menon, Deshpande, Perri, and Zinkhan (2002) in Health Marketing Quarterly that reexamines how key demographic, predispositional, and media factors are associated with consumer trust in on-line prescription drug information and the impact of trust in on-line drug information on ad-promoted behavior following exposure to direct-to-consumer (DTC) advertising. Four major findings are reported: (1) on-line drug information is not highly trusted; (2) trust in on-line drug information is not differentially affected by consumer demographic or predispositional characteristics; (3) trust in the traditional media of DTC advertising is predictive of trust in on-line drug information; and (4) trust in on-line drug information is associated directly with specific types of ad-promoted behavior following exposure to DTC advertising. Implications and recommendations are offered based on the results.

In this article, we report the results of a study conducted to determine consumer perceptions of the media credibility and informativeness of direct-to-consumer prescription drug advertising (DTC advertising) and to examine how those perceptions are influenced by consumer predispositions and demographic characteristics, especially consumer age. This study specifically surveyed older consumers, who are the most significant market segment for prescription drugs and particularly susceptible and vulnerable to commercial persuasion. Older consumers' perceptions of DTC advertising were found to be neutral but their evaluation of informativeness was found to be more positive. Attitude toward DTC advertising and DTC advertising familiarity predicted perceived credibility across various media and attitude toward DTC advertising was the most prominent predictor of perceived informativeness. Age and usage of different media were also found to predict credibility and informativeness of DTC advertising in certain types of media. This study's findings provide insight into how older consumers evaluate various DTC advertising media as an information source.