Applying the T.A.R.E.S. Framework to Examine Digital Natives and Their Perceptions of the Ethicality Regarding Direct-to-Consumer Pharmaceutical Advertisements on Digital Platforms

Undergraduate Honors Thesis

Citations

Citeable URL: https://scholar.colorado.edu/concern/undergraduate_honors_theses/2801ph700

Abstract

This study applies Baker and Martinson’s (2001) T.A.R.E.S. framework to determine to what extent are the five principles of the T.A.R.E.S. framework evident in DTCPA as perceived by digital natives. A qualitative research design was employed, and 12 participants who are currently enrolled in a college or university program, have access to technology, and are frequent users of social media were purposively sampled. The data was collected through depth interviews conducted both virtually on Zoom and in person at Norlin Libraries on The University of Colorado, Boulder’s campus. The results suggest that digital natives do not find any of the T.A.R.E.S. principles evident and perceive DTCPA to be unethical as ground into the following themes: Truthfulness is contextual, Profits serve as a barrier to authenticity, Power imbalance between messenger and receiver contributes to lack of equity, Deceptiveness Compromises Social Responsibility, and Concern for future generations. The findings of this study provide insights, perceptions, and recommendations for all T.A.R.E.S. principles to be present in ethical DTCPA from a digital native's perspective.

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