Pharmaceutical Advertising as a Source of Consumer Self-Empowerment : Evidence from Four Countries PDF
by Isabell Koinig
Part of the Forschungsgruppe Konsum und Verhalten series
- Information
Description
Isabell Koinig examines how a standardized promotional message for afictitious over-the-counter (OTC) medication is perceived by consumers in fourdifferent countries (Austria, Germany, the U.S., and Brazil), and the degree towhich it contributes to their self-empowerment. Building on previous research,informative appeals were expected to not only be most appealing, but also toaid consumers in making qualified and reasonable decisions, educating and“empowering” them by strengthening their beliefs in their own capabilities. A fieldstudy on three continents revealed mixed promotional messages to be mosteffective with regard to both ad evaluation and consumer self-empowerment.
Information
-
Download Now
- Format:PDF
- Publisher:Springer Fachmedien Wiesbaden
- Publication Date:09/03/2016
- Category:
- ISBN:9783658131340
Information
-
Download Now
- Format:PDF
- Publisher:Springer Fachmedien Wiesbaden
- Publication Date:09/03/2016
- Category:
- ISBN:9783658131340
