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Pharmaceutical Advertising as a Source of Consumer Self-Empowerment: Evidence from Four Countries
Paperback
Series: Forschungsgruppe Konsum Und Verhalten
Business GeneralEconomicsMarketing
ISBN13: 9783658131333
Publisher: Springer Gabler
Published: Mar 18 2016
Pages: 378
Weight: 1.14
Height: 0.88 Width: 5.83 Depth: 8.27
Language: English
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.
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