Pharmaceutical Advertising as a Source of Consumer Self-Empowerment: Evidence from Four Countries
Author:   Isabell Koinig
Publisher:   Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Edition:   1st ed. 2016
ISBN:  

9783658131333


Pages:   378
Publication Date:   18 March 2016
Format:   Paperback
Availability:   Manufactured on demand   Availability explained
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Pharmaceutical Advertising as a Source of Consumer Self-Empowerment: Evidence from Four Countries


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Overview

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. 

Full Product Details

Author:   Isabell Koinig
Publisher:   Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
Imprint:   Springer Gabler
Edition:   1st ed. 2016
Dimensions:   Width: 14.80cm , Height: 2.20cm , Length: 21.00cm
Weight:   5.095kg
ISBN:  

9783658131333


ISBN 10:   3658131330
Pages:   378
Publication Date:   18 March 2016
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   Manufactured on demand   Availability explained
We will order this item for you from a manufactured on demand supplier.

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.

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Author Information

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.

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