Isabell Koinig 
Pharmaceutical Advertising as a Source of Consumer Self-Empowerment [PDF ebook] 
Evidence from Four Countries

Supporto

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. 

€53.49
Modalità di pagamento

Tabella dei contenuti

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.

Circa l’autore

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.

Acquista questo ebook e ricevine 1 in più GRATIS!
Lingua Inglese ● Formato PDF ● Pagine 378 ● ISBN 9783658131340 ● Dimensione 13.8 MB ● Casa editrice Springer Fachmedien Wiesbaden GmbH ● Città Wiesbaden ● Paese DE ● Pubblicato 2016 ● Scaricabile 24 mesi ● Moneta EUR ● ID 4834166 ● Protezione dalla copia DRM sociale

Altri ebook dello stesso autore / Editore

9.017 Ebook in questa categoria