OBJECTIVE: The purpose of this study is to identify factors associated with consumers' seeking various information sources about medications sought in response to direct to consumer advertising. METHODS: In the spring and summer of 1999, the FDA, Division of Drug Marketing, Advertising, and Communication conducted a national telephone survey of adults regarding Direct-to-Consumer (DTC) promotion of prescription drugs and its effects on visits to the doctor. In addition to consumer attitudes, opinions and responses to direct to consumer advertising, the survey also elicited responses regarding consumer utilization of information sources such as reference books, 800-telelphone number, and health care providers. There were 1081 total respondents, of whom 769 completed the required questions regarding information sources. Chi Square analysis was used to assess associations between consumer demographic information and the different types of informational resources that consumers used after exposure of direct to consumer advertising. RESULTS: The analysis showed significant associations (p =0.05) between gender, race, education, health status, self-perceived knowledge of health, prescription medication use, and internet use and many of the following information resources: reference books, asking friends/neighbors, 800-telephone number, primary doctor, pharmacist, specialist, and nurse. Across all information sources, female gender, decreased health status, low education, and higher than average medication use were the variables that had the strongest associations. A model was developed depicting the associations between these findings. Results pertaining to specific sources will be presented. CONCLUSIONS: This study evaluated how different consumers seek information from different sources as a result of direct to consumer advertising. This study will assist those interested in identifying and further educating consumers about their health and novel treatments or therapies.