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Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

Evidence from Four Countries

By: Isabell Koinig

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Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

Evidence from Four Countries

By: Isabell Koinig

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.

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Page Count

393

Publisher

Springer

Published Date

ISBN 10

3658131349

ISBN 13

9783658131340

Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

Evidence from Four Countries

By: Isabell Koinig

Write a review Read reviews Take a Quiz Solve Book Puzzle

Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

Evidence from Four Countries

By: Isabell Koinig

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.

Average ratings

N/A

5

0%

4

0%

3

0%

2

0%

1

0%

Write a review

Solve jigsaw puzzle

Age

Page Count

393

Publisher

Springer

Published Date

ISBN 10

3658131349

ISBN 13

9783658131340

Book's by Isabell Koinig

Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

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