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Book synopsis

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.§

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Pharmaceutical Advertising as a Source of Consumer Self-Empowerment
• Subtitle: Evidence from Four Countries
• Author: Isabell Koinig
• Language: English
• Binding: Paperback
• Number of pages: 378
• EAN: 9783658131333
• ISBN: 3658131330
• ID: 02930436
• Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
• Weight: 534 g
• Dimensions: 154 × 216 × 23 mm
• Date of publishing: 10. March 2016

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