Authors:
- Publication in the field of economic science
- Includes supplementary material: sn.pub/extras
Part of the book series: Forschungsgruppe Konsum und Verhalten (FGKV)
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Table of contents (7 chapters)
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Front Matter
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Back Matter
About this book
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.
Authors and Affiliations
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Institut für Medien- und Kommunikationsw, Alpen-Adria-Universität Klagenfurt, Klagenfurt, Austria
Isabell Koinig
About the author
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.
Bibliographic Information
Book Title: Pharmaceutical Advertising as a Source of Consumer Self-Empowerment
Book Subtitle: Evidence from Four Countries
Authors: Isabell Koinig
Series Title: Forschungsgruppe Konsum und Verhalten
DOI: https://doi.org/10.1007/978-3-658-13134-0
Publisher: Springer Gabler Wiesbaden
eBook Packages: Economics and Finance, Economics and Finance (R0)
Copyright Information: Springer Fachmedien Wiesbaden 2016
Softcover ISBN: 978-3-658-13133-3Published: 18 March 2016
eBook ISBN: 978-3-658-13134-0Published: 09 March 2016
Series ISSN: 2628-2038
Series E-ISSN: 2628-2046
Edition Number: 1
Number of Pages: XVI, 378
Number of Illustrations: 41 b/w illustrations
Topics: Health Economics, Emerging Markets/Globalization, Marketing