Pharmaceutical Advertising as a Source of Consumer Self-Empowerment / Forschungsgruppe Konsum und Verhalten (PDF)
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...
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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.
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
- Researchers and students in the fields of marketing, media and
communications sciences - Practitioners in these areas
The
Author
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.
Dr. Sandra Diehl at the Department of Media and Communications at the Alpen-Adria-Universität Klagenfurt,
Austria.
- Autor: Isabell Koinig
- 2016, 1st ed. 2016, 378 Seiten, Englisch
- Verlag: Gabler, Betriebswirt.-Vlg
- ISBN-10: 3658131349
- ISBN-13: 9783658131340
- Erscheinungsdatum: 09.03.2016
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
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- Größe: 13 MB
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