Pharmaceutical Advertising as a Source of Consumer Self-Empowerment - Evidence from Four Countries (Paperback, 1st ed. 2016)

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

Imprint:	Springer Gabler
Country of origin:	Germany
Series:	Forschungsgruppe Konsum und Verhalten
Release date:	March 2016
First published:	2016
Authors:	Isabell Koinig
Dimensions:	210 x 148 x 23mm (L x W x T)
Format:	Paperback
Pages:	378
Edition:	1st ed. 2016
ISBN-13:	978-3-658-13133-3
Categories:	Books > Business & Economics > Economics > General Books > Business & Economics > Business & management > Sales & marketing > Market research Books > Medicine > General issues > Health systems & services > General
LSN:	3-658-13133-0
Barcode:	9783658131333

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