Impact of anthropomorphic images and narration styles in promotional messages regarding generic prescription drugs

Objectives: To evaluate the effects of anthropomorphic images (control vs. authoritative vs. caring) and information narration styles (first-person vs. third-person) on: (1) social presence, (2) attitude towards the overall promotional message, (3) perceived informativeness of the message content, (4) attitude towards specific message, (5) intent to seek more information, and (5) intent to switch to a generic prescription drug.;Methodology: A 2 x 3 between-subject factorial design was used. Student participants were administered a mock promotional message regarding generic prescription drugs. Following the promotional message they were asked to respond to reliable and valid items developed to measure the effects of the promotional message. Manipulation checks were conducted, to test the desired effects of the independent variables. Pilot testing, confirmatory factor analysis and the test for reliability using coefficient alpha, of the item measures were conducted prior to administering the main study. ANOVA and linear regression analysis were used to analyze the data and test the proposed relationships among study variables.;Results: Anthropomorphic images showed a significant effect on social presence, and attitude towards the specific message. Narration styles had a significant effect on attitude towards the overall promotional message. Neither anthropomorphic images nor narration styles had a significant effect on perceived informativeness, intent to seek more information, and intention to switch to a generic prescription drug. Regression analysis showed that the effect of anthropomorphic images on participants' evaluation of the promotional messages was mediated through its effect on social presence.;Conclusions: Our work reveals that anthropomorphism of medications and narration styles can play significant roles in promotional messages for generic prescription drugs. These findings provide a new direction for insurers and policy makers in developing educational materials for information about generic prescription drugs.