Differences between consumers and psychiatrists in attitude toward advertising of psychiatric services

Psychiatrist and consumer attitudes toward the advertising of psychiatric services are examined. The results indicate that consumers are consistently more favorable than psychiatrists toward psychiatric services advertising. Both groups felt that professional magazines are the most appropriate media for psychiatrists who advertise. The psychiatrists reported a higher level of exposure to advertising of psychiatric services than did the consumers. However, some apprehension about psychiatric services advertising also was reported. Managerial implications for advertising usage by the practicing psychiatrist are presented.