Pharmaceutical Advertising as a Source of Consumer Self-Empowerment: Evidence from Four Countries (Forschungsgruppe Konsum und Verhalten) - Image 1

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Springer Pharmaceutical Advertising as a Source of Consumer Self-Empowerment: Evidence from Four Countries (Forschungsgruppe Konsum und Verhalten)

Name: Pharmaceutical Advertising as a Source of Consumer Self-Empowerment: Evidence from Four Countries (Forschungsgruppe Konsum und Verhalten)
Brand: Springer
Price: 41.4 GBP
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Description

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.

Product Specifications

Brand: Springer
Format: paperback
ASIN: 3658131330
Category: Books > Subjects > Business, Finance & Law > Accounting > International
Domain: Amazon UK
Release Date: 27 March 2016
Listed Since: 03 February 2016

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Springer Pharmaceutical Advertising as a Source of Consumer Self-Empowerment: Evidence from Four Countries (Forschungsgruppe Konsum und Verhalten)

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