Pharmaceutical Advertising as a Source of Consumer Self-Empowerment - Evidence from Four Countries

by Isabell Koinig
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Isabell Koinig Pharmaceutical Advertising as a Source of Consumer Self-Empowerment - Evidence from Four Countries
Isabell Koinig - Pharmaceutical Advertising as a Source of Consumer Self-Empowerment - Evidence from Four Countries

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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. 

Contributors

Author:
Isabell Koinig

Further information

Illustrations Note:
XVI, 378 p. 41 illus.
Table of Contents:

Effects
of Health Communication and Pharmaceutical Advertising.- Taking
Matters Global: The (Im)Possibilities of Cross-Cultural Advertising.- Consumer
Self-Empowerment: Increasing Consumer Control and Choice.- Modelling
Consumer Self-Empowerment.- Consumer
Responses to Different Advertising Styles.- Advertising’s
Contribution to Consumer Self-Empowerment.

Remarks:
Publication in the field of economic science


Includes supplementary material: sn.pub/extras

Media Type:
Softcover
Publisher:
Springer Fachmedien Wiesbaden GmbH
Biography Artist:
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-Universität Klagenfurt,
Austria.

Language:
English
Edition:
1st ed. 2016
Number of Pages:
378

Master Data

Product Type:
Paperback book
Release date:
March 18, 2016
Package Dimensions:
0.21 x 0.148 x 0.023 m; 0.603 kg
GTIN:
09783658131333
DUIN:
J4RR6D6BP88
$98.08
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