A comparative analysis of the attitudes of dentists toward the advertising of their fees and services.

Restrictions on advertising about services performed by professional groups have recently been questioned by the government and consumers. The purpose of this study was to determine dentists' attitudes about the use of advertising in their profession and to compare the results with responses from physicians, attorneys, and accountants. While a survey of these groups in three metropolitan areas indicates mild support for advertising in general, there was a definite negative reaction to advertising in the respective professions. Participants also reported their attitudes about the effects of advertising on prices and fees, quality of services, and public expectations and governmental regulations.