|
Books > Business & Economics > Economics
|
Buy Now
Pharmaceutical Advertising as a Source of Consumer Self-Empowerment - Evidence from Four Countries (Paperback, 1st ed. 2016)
Loot Price: R2,382
Discovery Miles 23 820
|
|
|
Pharmaceutical Advertising as a Source of Consumer Self-Empowerment - Evidence from Four Countries (Paperback, 1st ed. 2016)
Series: Forschungsgruppe Konsum und Verhalten
Expected to ship within 10 - 15 working days
|
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.
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
|
|
Email address subscribed successfully.
A activation email has been sent to you.
Please click the link in that email to activate your subscription.
Welcome to Loot.co.za!
Sign in / Register |Wishlists & Gift Vouchers |Help | Advanced search
