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Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

Evidence from Four Countries

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Kurzbeschreibung

Isabell Koinig examines how a standardized promotional message for a
fictitious over-the-counter (OTC) medication is perceived by consumers in four
different countries (Austria, Germany, the U.S., and Brazil), and the degree to
which it contributes to their self-empowerment. Building on previous research,
informative appeals were expected to not only be most appealing, but also to
aid consumers in making qualified and reasonable decisions, educating and
“empowering” them by strengthening their beliefs in their own capabilities. A field
study on three continents revealed mixed promotional messages to be most
effective with regard to both ad evaluation and consumer self-empowerment. 

Details
Schlagworte
Autor

Titel: Pharmaceutical Advertising as a Source of Consumer Self-Empowerment
Autoren/Herausgeber: Isabell Koinig
Aus der Reihe: Forschungsgruppe Konsum und Verhalten
Ausgabe: 1st ed. 2016

ISBN/EAN: 9783658131333

Seitenzahl: 378
Format: 21 x 14,8 cm
Produktform: Taschenbuch/Softcover
Gewicht: 518 g
Sprache: Englisch

Dr. Isabell Koinig wrote her dissertation under the supervision of Prof.
Dr. Sandra Diehl at the Department of Media and Communications at the Alpen-Adria-Universität Klagenfurt,
Austria.

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