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Pharmaceutical Advertising as a Source of Consumer Self-Empowerment: Evidence from Four Countries
Isabell Koinig
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Description for Pharmaceutical Advertising as a Source of Consumer Self-Empowerment: Evidence from Four Countries
Paperback. Series: Forschungsgruppe Konsum und Verhalten. Num Pages: 394 pages, 41 black & white illustrations, biography. BIC Classification: KCQ; KJS; KJSM. Category: (G) General (US: Trade). Dimension: 210 x 148 x 22. Weight in Grams: 518.
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 ... Read more
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 ... Read more
Product Details
Publisher
Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Format
Paperback
Publication date
2016
Series
Forschungsgruppe Konsum und Verhalten
Condition
New
Weight
517g
Number of Pages
378
Place of Publication
, Germany
ISBN
9783658131333
SKU
V9783658131333
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About Isabell Koinig
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-Universitat Klagenfurt, Austria.
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