Pharmaceutical Advertising as a Source of Consumer Self-Empowerment
Isabell Koinig
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Springer Fachmedien Wiesbaden GmbH
Sozialwissenschaften, Recht, Wirtschaft / Einzelne Wirtschaftszweige, Branchen
Beschreibung
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.
Kundenbewertungen
Cross-Cultural Advertising, Consumer Response, Health Communication, Consumer Choice, Consumer Control