Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

Evidence from Four Countries

von Isabell Koinig

378 Seiten, Taschenbuch

Kurzbeschreibung des Verlags

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. 

• Reihe: Forschungsgruppe Konsum und Verhalten
• Themen: Wirtschaftswissenschaft, Finanzen, Betriebswirtschaft und Management Wirtschaftswissenschaft Ökonomie einzelner Branchen Gesundheitsökonomie
• ISBN: 9783658131333
• Sprache: Englisch
• Erscheinungsdatum: 18.03.2016
• Größe: 21 x 14.8 cm
• Verlag: Springer Fachmedien Wiesbaden GmbH