{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,8,2]],"date-time":"2025-08-02T17:30:50Z","timestamp":1754155850751,"version":"3.41.2"},"reference-count":51,"publisher":"Emerald","issue":"4","license":[{"start":{"date-parts":[[2013,11,25]],"date-time":"2013-11-25T00:00:00Z","timestamp":1385337600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2013,11,25]]},"abstract":"<jats:sec>\n               <jats:title content-type=\"abstract-heading\">Purpose<\/jats:title>\n               <jats:p> \u2013 This paper aims to examine how direct-to-consumer advertising (DTCA) in terms of endorser selection and message tonality affect patients' self-efficacy, response efficacy, and compliance. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title>\n               <jats:p> \u2013 This study employed a 3 (Endorser: physician, patient, or celebrity)\u00d72 (Tonality: supportive vs threatening) experimental design. Subjects were 1,211 people with diabetes from Germany. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Findings<\/jats:title>\n               <jats:p> \u2013 First, the study shows that the interaction between message sender and tonality significantly affects all dependent variables such as self-efficacy, response efficacy, and patient compliance. Second, physicians as endorsers work best when they use unfavorable, threatening arguments. The results are significant for all dependent variables such as self-efficacy, response efficacy, and patient compliance. Most surprisingly, patients judge attitude significantly higher if physicians use threatening instead of supportive argumentation. Third, tonality does not play a dominant role for patients as person-based testimonials. Fourth, a celebrity performs best by using a supportive message. With regard to stimulating health outcome (self-efficacy, response efficacy, and patient compliance) the celebrity has a significant impact in the supportive rather than in the threatening condition. <\/jats:p>\n            <\/jats:sec>\n            <jats:sec>\n               <jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title>\n               <jats:p> \u2013 This is the first empirical study that examines the effects of DTCA in terms of endorser selection and message tonality on patients' self-efficacy, response efficacy, and compliance.<\/jats:p>\n            <\/jats:sec>","DOI":"10.1108\/ijphm-05-2013-0031","type":"journal-article","created":{"date-parts":[[2013,11,25]],"date-time":"2013-11-25T20:19:58Z","timestamp":1385410798000},"page":"391-409","source":"Crossref","is-referenced-by-count":5,"title":["The effects of DTCA on patient compliance"],"prefix":"10.1108","volume":"7","author":[{"given":"Kai","family":"N. Bergner","sequence":"first","affiliation":[]},{"given":"Tomas","family":"Falk","sequence":"additional","affiliation":[]},{"given":"Daniel","family":"Heinrich","sequence":"additional","affiliation":[]},{"given":"J\u00f6rg","family":"A. 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