In his book "The Paradox of Choice," Barry Schwartz raises an important question about the effectiveness of advertising prescription drugs on television. He points out that since consumers cannot directly purchase these medications without a doctor's prescription, the rationale behind such advertising seems unclear. This leads to questioning the ultimate goal of drug companies investing substantial resources in targeting consumers.

Schwartz implies that the advertising might serve to create awareness and influence public opinion, pressuring healthcare providers to consider certain medications. This practice raises concerns about the motivations behind pharmaceutical marketing and its impact on the healthcare system, highlighting a complex relationship between consumers and medical professionals in the prescription process.