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DTC Advertising: FDA To Follow The Eyeballs In Study Of Risk Perception

 
• By Brenda Sandburg

Fictional obesity product to determine how consumers perceive both superimposed text of risk information and the MedWatch statement; study cost is $299,382.

Can the movement of a person’s eyes during a direct-to-consumer television ad reveal how the individual perceives risk information?

FDA plans to find the answer in a new research project on DTC advertising entitled “Eye Tracking Study of Direct-to-Consumer...

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