Téléchargez le livre : Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

Evidence from Four Countries de

Éditeur :

Springer Gabler


Collection :

Forschungsgruppe Konsum und Verhalten

Paru le : 2016-03-09

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Description

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. 
Pages
378 pages
Collection
Forschungsgruppe Konsum und Verhalten
Parution
2016-03-09
Marque
Springer Gabler
EAN papier
9783658131333
EAN PDF
9783658131340
Informations sur l'ebook
Nombre pages copiables
3
Nombre pages imprimables
37
Taille du fichier
13455 Ko
Prix
52,74 €

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