RMIT University

Project Title: Direct to Consumer Advertising of Prescription Medications: "Is increased consumer awareness more important than prescription drug costs to senior citizens in the USA?"

The main goal of the research is to investigate the views, opinions and attitudes of senior citizens regarding the direct to consumer advertising of prescription medications. The expected outcome of the research is that seniors will state their preference regarding the benefit of the added knowledge and information on illnesses and medications versus the increased costs of prescriptions.