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目的：评估居民对营销活动的态度对其购买医药保健产品行为的影响。方法采用多阶段分层随机抽样方法，对辽宁省11市2901名居民进行入户问卷调查。结果受访者中相信媒体广告、参加活动营销和购买医药保健产品的比例分别为11.74%、11.62和11.35%，城市居民、60岁以上老人和健康状况差的人购买产品的几率增加2-3倍，参加活动营销并相信广告的人（O R=25.44，95%CI=15.89-40.74）购买产品的几率大幅增加25倍。结论居民对医药保健产品两种主要的营销方式（广告营销和活动营销）的态度对其购买医药保健产品的影响很大，为避免居民购买到虚假产品医药保健品产品而损害身心健康，政府相关部门急需强化对此类宣传和推广活动的审批、监管和惩治力度，规范企业宣传推广行为。“,”Objective To describe the effect of the attitude to markting campaign on purchasing behavior of medicine and health care products among the residents in Liaoning province. Methods 2901 subjects were randomly selected from 11 cities (area under administration) by stratified multi-stage sampling method to inquire the attitude to health information from traditional media and care-seeking behavior.Results Among the interviewees,11.74 % trust the advertisement, 11.62% have joined in the business promotions,and 11.35% have bought these products(such as health care product,drug,medical device and so on),in the city residents,persons above 60 years older,people with bad physical condition was twice as likel y to buy the medicine and health care products relative to rural residents,persons under 59 years old,people good physical condition. People participated in the activmarketing and believe in advertisment significantl y increass 25 times more likely to purchase products.Conclusions To avoid that the resident has been cheat and hazarded,the relevant department of goverment should be badly in need of enforing the approval process,supervise and pentalies of advertisment and actives marketing,and regulating and standardizing the Promotion behavior of the enterprise.