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Pharmaceutical Advertising as a Source of Consumer Self-Empowerment
Evidence from Four Countries
Isabell Koinig
52,95 €
+ 105 points
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.
Spécifications
Parties prenantes
- Auteur(s) :
- Editeur:
Contenu
- Nombre de pages :
- 378
- Langue:
- Anglais
- Collection :
Caractéristiques
- EAN:
- 9783658131333
- Date de parution :
- 18-03-16
- Format:
- Livre broché
- Format numérique:
- Trade paperback (VS)
- Dimensions :
- 148 mm x 210 mm
- Poids :
- 517 g
