Transcript Non-propositional content and regulation of pharmaceutical

Non-propositional
Content and
Regulation of
Pharmaceutical
Advertising
Paul Biegler
Australian Research Council
Postdoctoral Fellow
Centre for Human Bioethics
Monash University
[email protected]
The requirement of a true statement of information
relating to side effects, contraindications, and
effectiveness applies to the entire advertisement.
US Code of Federal Regulations, Title 21,
Section 202.1, 3
May not be “false, or… likely to mislead any other
person, with regard to the nature, quality, strength,
purity, composition, origin, age, uses, or effects of
medicines…”
Medicines Act 1981
Affective Explicit Attitude Measure
Choose the number on each scale that best describes your feelings
about Ambien CR
sad
1
annoyed 1
sorrow 1
2
2
2
3
3
3
4
4
4
5
5
5
6
6
6
7
7
7
delighted
happy
joy
Average response of each of the three items taken and compared between
commercial/voiceover conditions
F(1, 130) = 13.57, p < .01, partial η2 = .10
Cognitive Explicit Attitude Measure
Choose the number on each scale that best describes your thoughts
about Ambien CR
unsafe
1
harmful 1
ineffective 1
2
2
2
3
3
3
4
4
4
5
5
5
6
6
6
7
7
7
safe
beneficial
effective
F(1, 130) = 3.19, p < .10, partial η2 = .02
Behavioural Intention Measure
Imagine Ambien CR is a treatment option for an illness you have. How
Likely are you to request it from your doctor?"
1
2
extremely
unlikely
3
4
5
6
7
extremely
likely
F(1, 130) = 3.28, p < .10, partial η2 = .03
F(1, 130) = 7.06, p < .01, partial η2 = .05
Summary
• DTCA regulators seem to embrace epistemic
paternalism – they limit advertising content
that militates against the audience holding
true beliefs about material drug properties
• Their current focus is largely on propositional
content
• Non-propositional content, via mechanisms
such as evaluative conditioning, can also
threaten true belief
Summary
• Effects such as evaluative conditioning should
be quantified so that regulators are better
placed to adjudicate the permissibility of nonpropositional content
• Until that research is completed, there is
additional reason to be circumspect about the
ethical permissibility of DTCA
References
Baser, G.Y., J.C. Barden, and R. E. Petty. 2003. Attitudes. In Encyclopedia of Cognitive Science, edited by L. Nadel. Hampshire:
MacMillan.
Brunstrom, J.M., and S. Higgs. 2002. Exploring evaluative conditioning using a working memory task. Learning and Motivation
33:433-455.
De Houwer, J., S. Thomas, and F. Baeyens. 2001. Associative learning of likes and dislikes: a review of 25 years of research on
human evaluative conditioning. Psychological Bulletin 127 (6):853-69.
Eifert, G.H., L. Craill, E. Carey, and C. O'Connor. 1988. Affect modification through evaluative conditioning with music. Behaviour
Research and Therapy 26 (4):321-330.
Food and Drug Administration. 2009b. Be smart about prescription drug advertising: a guide for consumers [cited March 14
2012]. Available from
<http://www.fda.gov/Drugs/ResourcesForYou/Consumers/PrescriptionDrugAdvertising/ucm082282.htm>.
Goldman, A.I. 1991. Epistemic paternalism: communication control in law and society. The Journal of Philosophy 88 (3):113-131.
Goldman, A.I., and E.J. Olsson. 2008. Reliabilism and the value of knowledge. In Epistemic value, edited by D. Pritchard, A. Millar
and A. Haddock. Oxford: Oxford University Press.
Gorn, G.J. 1982. The effects of music in advertising on choice behavior: a classical conditioning approach. The Journal of
Marketing 46 (1):94-101.
Hofmann, W., J. De Houwer, M. Perugini, F. Baeyens, and G. Crombez. 2010. Evaluative conditioning in humans: a meta-analysis.
Psychological Bulletin 136 (3):390-421.
Krosnick, J. A., L.J. Jussim, and A.R. Lynn. 1992. Subliminal conditioning of attitudes. Personality and Social Psychology Bulletin 18
(2):152-162.
Lang, P.J., M.M. Bradley, and B.N. Cuthbert. 2008. International affective picture system (IAPS): Affective ratings of pictures and
instruction manual. Technical Report A-8. Gainesville, FL: University of Florida.
Pavlov, I. 1927. Conditioned reflexes: an investigation of the physiological activity of the cerebral cortex. Translated by G. V. Anrep.
London: Oxford University Press.
Pleyers, G., O. Corneille, O. Luminet, and V. Yzerbyt. 2007. Aware and (dis)liking: item-based analyses reveal that valence
acquisition via evaluative conditioning emerges only when there is contingency awareness. Journal of Experimental
Psychology Learning Memory and Cognition 33 (1):130-44.
Rozin, P., A. Wrzesniewski, and D. Byrnes. 1998. The elusiveness of evaluative conditioning. Learning and Motivation 29:397-415.
Sweldens, S., S.M.J. Van Osselaer, and C. Janiszewski. 2010. Evaluative conditioning procedures and the resilience of conditioned
brand attitudes. Journal of Consumer Research 37 (October):473-489.
Swinburne, R. 2001. Epistemic Justification. New York: Oxford University Press.
Walther, E. 2002. Guilty by mere association: evaluative conditioning and the spreading attitude effect. Journal of Personality and
Social Psychology 82 (6):919-34.