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Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

By Isabell Koinig

Pharmaceutical Advertising as a Source of Consumer Self-Empowerment Law

Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

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Description
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.
Product details
Binding:
Paperback
Edition:
1
Number of Pages:
396
Release Date:
2016-03-18
Publication Date:
2016-03-18
Publisher:
Springer VS
Languages:
Original: English
ISBN10:
3658131330
ISBN13:
9783658131333
GPSR Manufacturer Reference:
[email protected]
Weight:
511 g
Height:
148 cm
Width:
210 cm
Thickness:
22 cm
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