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. 2017 Sep 1;36(2):236-245.
doi: 10.1509/jppm.16.013.

Attention to and Distraction from Risk Information in Prescription Drug Advertising: An Eye Tracking Study

Helen Sullivan  1 , Vanessa Boudewyns  2 , Amie O'Donoghue  1 , Sandra Marshall  3 , Pamela A Williams  2
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Free PMC article

Attention to and Distraction from Risk Information in Prescription Drug Advertising: An Eye Tracking Study

Helen Sullivan et al. J Public Policy Mark. .
Free PMC article

Abstract

Direct-to-consumer (DTC) television ads must disclose a drug's most important risks. Currently, the risks must be in audio at a minimum. Studies have shown that presenting information with both audio and superimposed risk text (dual-modality) improves recall beyond that of using audio alone. However, distracting elements in DTC ads may draw attention away from the superimposed risk text. This study combined eye-tracking data with questionnaire data to examine whether distracting elements decrease attention to the risk text in DTC ads, in turn affecting risk retention and risk perceptions. The authors randomly assigned 300 U.S. opt-in panel members to view either a low-distraction or a high-distraction DTC television ad. The authors found that distracting elements during risk presentation drew attention away from the risk text and, in turn, reduced retention of drug risk information. Risk perceptions were not affected. These results suggest that even if dual-modality is used to increase consumer's comprehension of drug risk information, distracting visuals should still be avoided in order to help consumers focus on key information in the ad.

Keywords: direct-to-consumer advertising; distraction; eye tracking; prescription drug.

Figures

Figure 1.
Figure 1.
Heat map for entire duration of the risk text for the low-distractor ad (n = 142). The heat maps utilize a blue-to-red scale to indicate the level of attention by the participants. Red indicates locations with the largest number of observations, followed by orange, yellow, and blue. The risk text appeared in the lower left corner of the screen.
Figure 2.
Figure 2.
Heat map for entire duration of the risk text for the high-distractor ad (n = 141). The heat maps utilize a blue-to-red scale to indicate the level of attention by the participants. Red indicates locations with the largest number of observations, followed by orange, yellow, and blue. The risk text appeared in the lower left corner of the screen.
Figure 3.
Figure 3.
Mediation analyses for attention to the risk text mediating the relationship between level of distractors and risk recognition, contraindication recognition, and risk recall. An indirect effect was considered statistically significant at the 0.05 level if the 95% confidence interval for the estimate did not contain zero. Values are calculated through a bootstrapping routine with 10,000 replications. (**p < .01, ***p < .001; CI: confidence interval; Contra.: contraindication; MW: MedWatch statement; a: Unstandardized coefficient of level of distractors [0 = low; 1 = high] on attention to the risk text; b: Unstandardized coefficient of attention to risk text on retention of risk information variable; c’: Unstandardized coefficient of level of distractors [0 = low; 1 = high] on retention of risk information variable; ab: Indirect effect).
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