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ERIC Number: ED137892
Record Type: RIE
Publication Date: 1977
Pages: 17
Abstractor: N/A
A Reformulation of the Issue of Over-the-Counter Television Drug Advertising Using a Health-Related Locus of Control Scale.
Jarvis, Dennis J.; And Others
The issue of whether or not television should continue to air commercial announcements for over-the-counter (O-T-C) drugs has been debated in the United States. On 8 December 1976, the Federal Communications Commission denied a petition to ban such television commercials between 6 A.M. and 9 P.M. in part because it could find little scientific research which specifically addressed the question of a cause and effect relationship between O-T-C drug advertising and use of O-T-C drugs. This paper analyzes interview data from 200 residents of Carbondale, Illinois. Stepwise multiple discriminant analyses generated significant discriminant functions for two models. In both analyses, interpersonal sources of information (received and sought) best discriminated between respondents with either internal or external locus-of-control orientations regarding health. The investigators conclude that the presumed causal link which ties television viewing of O-T-C drug commercials and O-T-C drug use in a "hypodermic-needle-like fix" is too sweeping and simplistic an explanation. (Author/JM)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the International Communication Association (Berlin, West Germany, May 29-June 4, 1977)