Advertisements impact the physiological efficacy of a branded drug

作者：Kamenica Emir^*; Naclerio Robert; Malani Anup

来源：Proceedings of the National Academy of Sciences of the United States of America, 2013, 110(32): 12931-12935.

DOI：10.1073/pnas.1012818110

• advertising
• placebo effect

We conducted randomized clinical trials to examine the impact of direct-to-consumer advertisements on the efficacy of a branded drug. We compared the objectively measured, physiological effect of Claritin (Merck & Co.), a leading antihistamine medication, across subjects randomized to watch a movie spliced with advertisements for Claritin or advertisements for Zyrtec (McNeil), a competitor antihistamine. Among subjects who test negative for common allergies, exposure to Claritin advertisements rather than Zyrtec advertisements increases the efficacy of Claritin. We conclude that branded drugs can interact with exposure to television advertisements.

• 出版日期2013-8-6