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.
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机译：目的：评估拟人化图像（控制，权威，关怀）和信息叙述风格（第一人称与第三人称）对以下方面的影响：（1）社会存在，（2）对总体促销信息的态度， （3）感知到的信息内容的信息性；（4）对特定信息的态度；（5）寻求更多信息的意图；（5）打算改用通用处方药。；方法：受试者之间2 x 3使用析因设计。学生参加者收到有关仿制处方药的模拟促销信息。促销信息发出后，要求他们对开发来衡量促销信息效果的可靠有效物品做出回应。进行了操作检查，以测试独立变量的预期效果。在进行主要研究之前，先进行了项目措施的试点测试，验证性因子分析和使用系数α的可靠性测试。结果：拟人化图像显示出对社会存在和对特定信息的态度有显着影响。使用方差分析和线性回归分析对数据进行分析，并检验研究变量之间的拟议关系。叙事风格对整体促销信息的态度有重要影响。拟人化的图像和叙述风格都不会对感知的信息性，寻求更多信息的意图以及转向通用处方药的意图产生重大影响。回归分析表明，拟人化图像对参与者对促销信息的评估是通过其对社会存在的影响而介导的。；结论：我们的工作表明，药物和叙述方式的拟人化可以在通用处方药的促销信息中发挥重要作用。这些发现为保险公司和政策制定者开发有关通用处方药信息的教育材料提供了新的方向。
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